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Global adspend forecast downgraded to 3.4% growth in 2013

The latest Consensus Ad Forecast from Warc expects adspend to pick up next year with growth of 5.4 per cent.

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Global adspend forecast downgraded to 3.4% growth in 2013

The latest Consensus Ad Forecast from Warc expects adspend to pick up next year with growth of 5.4 per cent.

BestMediaInfo Bureau | Delhi | June 28, 2013

publive-imageThe latest Consensus Ad Forecast from Warc, the London-based marketing intelligence service, indicates that global advertising expenditure will increase by 3.4 per cent in 2013, a downgrade of -0.6 pp from the previous forecast in January 2013. Adspend is expected to pick up next year with growth of 5.4 per cent.

Warc's Consensus Ad Forecast is based on a weighted average of adspend predictions at current prices from ad agencies, media monitoring companies, analysts, Warc's own team and other industry bodies.

Of the 13 markets covered in the report, nine are forecast to register growth in adspend in 2013. With the exception of Australia and Japan, predictions for all countries have been cut since January.

The strongest performers will be Russia and China, which are expected to see all-media growth of 12.1 per cent and 9.7 per cent, respectively, and are forecast to maintain strong growth through 2014.

Spain and Italy are set to be the worst performers this year, with predicted declines in adspend of -9.5 per cent and -8.1 per cent, respectively. The outlook for both countries has deteriorated significantly in the last six months, with forecasts down by around 7 pp. France (-2.0%) and Germany (-0.1%) are also expected to see drops in spend this year.

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All media, bar newspapers and magazines, are predicted to record year-on-year growth in 2013, with internet up most on 13.9 per cent. Internet and out of home are the only channels for which forecasts have been upgraded from January. Estimates for all other channels have fallen.

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Suzy Young, Data and Journals Director, Warc, said, "The global ad outlook for 2013 has worsened since the start of the year, significantly so in Western Europe. The UK is the only ad market in the region expected to record annual growth. "

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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