London-based advertising/marketing service Warc says this year’s advertising spending will dip from the 5.3% level reached in 2014, and will resume a faster pace at 6.0% in 2016.
Globally, Warc's Consensus Ad Forecast for 2015 is based on a weighted average of ad-spend predictions.
Twelve territories will see higher advertising levels in 2015, with India (11.6%) and China (10.3%) at the highest growth rates. Brazil (7.1%), UK (5.7%), Spain (4.5%), and the U.S. (3.5%) as the next-best performers. France will see a 0.1% dip in 2015, according to the research.
All media will see increased spending — except newspapers and magazines — in 2015. Internet will be up 16%; cinema, 4.0%; out-of-home, 3.9%; TV, 2.6%; and radio, 2.0%. Magazines and newspapers will each decline 3.6%.
Among the biggest changes since last July’s estimates are drastically lower expectations for TV, which had been estimated to grow 5.3% in 2015.
“The global economic outlook is more uncertain than six months ago, with Eurozone stagnation, Russian sanctions and a slowdown in Asia all threatening growth,” stated James McDonald, research analyst at Warc. “It is therefore unsurprising that many market-watchers, including us, have revised down expectations.”