World TV Ad Spend Dips, But Forecast To Hit $219B In 2018

Worldwide TV ad spending will have slower growth this year versus 2012 -- partly as a result of spending in Western Europe. But spending will rebound in all territories over the next five years.

For 2013, TV advertising will rise 2.8% over its $167 billion level in 2012. (There was a 4.4% hike in 2012 over 2011, according to London-based Digital TV Research.)

North America will again be the top TV market: $72.3 billion; Asia-Pacific, $44 billion; Western Europe, $27.2 billion; Latin America, $14.5 billion; Eastern Europe, $7.3 billion; Middle East/Africa, $6.2 billion.

In the next five years, overall TV growth will soar 32% to $219 billion by 2018, this for 55 countries the research group analyzes.

In near term, Western Europe will continue to have problems, sinking 2% to $27.2 billion in 2013 from $27.7 billion in 2012. The most troubled big TV markets there continue to be Italy and Spain.

The 2012 total in Western Europe dropped 1% versus 2011, which landed at $30 billion. But in five years, it is estimated Western Europe will also recover somewhat, up 11% from 2011’s levels to reach $33.2 billion.

This year, TV advertising expenditure is forecast to fall in 19 of 55 countries -- mostly European. Other fast growth markets continue to be in Latin America -- especially Brazil and Argentina -- which is expected to climb 8% this year.

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3 comments about "World TV Ad Spend Dips, But Forecast To Hit $219B In 2018".
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  1. Larry steven Londre from Londre Marketing Consultants, LLC and USC, August 29, 2013 at 1:57 p.m.

    Small typo. Isn't it $167 BILLION?

    "For 2013, TV advertising will rise 2.8% over its $167 million level in 2012. (There was a 4.4% hike in 2012 over 2011, according to London-based Digital TV Research.)

  2. Stanford Crane from NewGuard Entertainment Corp, August 29, 2013 at 2:28 p.m.

    What's a few 000s between friends?

  3. Pete Austin from Fresh Relevance, August 30, 2013 at 5:20 a.m.

    Don't believe it. You may have noticed how home PCs are being replaced by phones and tablets. These are very effective entertainment devices and I'd be amazed if they didn't replace some TV viewing too, so why would TV ad spending start shooting upwards? http://www.idownloadblog.com/2013/01/12/pc-marketshare-drops-to-65/

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