ZenithOptimedia: Global ad growth in 2010 – 3,5%
ZenithOptimedia (ZO) revisted its growth predictions, estimating that global ad growth will reach, this year, to 3,5%, according to Radio Business Report / Television Business Report
According to its global ad forecast, the market is continuing to strengthen, reason why ZO decided to upgrade its growth predictions from 2.2% to 3.5%.
The upgraded estimation is directed mainly towards North America and Western Europe, that have stronger than expected ad spends in the 1st semester.
According to ZO estimates, the growth will be of 1.3% for developed markets (North America, Western Europe and Japan) in 2010, and up to 8.6% growth in developing markets.
ZO also forecasts a strong growth in 2012, the third year after the 2009 downturn
From all regions, Central & Eastern Europe suffered most from the downturn, losing 24.6% of ad expenditure in 2009.
Advertising expenditure by region
Major media (newspapers, magazines, television, radio, cinema, outdoor, internet) US$ million, current prices. Currency conversion at 2009 average rates.
| 2008 | 2009 | 2010 | 2011 | 2012 | |
| North America | 179,149 | 156,486 | 158,546 | 162,930 | 167,861 |
| Western Europe | 112,579 | 99,919 | 102,090 | 104,737 | 108,259 |
| Asia Pacific | 106,783 | 100,378 | 106,151 | 113,039 | 121,539 |
| Central & Eastern Europe | 33,570 | 25,301 | 27,082 | 29,723 | 32,955 |
| Latin America | 29,931 | 28,942 | 30,954 | 33,108 | 35,925 |
| Africa/M. East/ROW | 20,112 | 21,262 | 22,722 | 24,264 | 26,060 |
| World | 482,125 | 432,288 | 447,546 | 467,801 | 492,600 |
Source: ZenithOptimedia
Major media (newspapers, magazines, television, radio, cinema, outdoor, internet) Year-on-year change (%)
| 2008 v 07 | 2009 v 08 | 2010 v 09 | 2011 v 10 | 2012 v 11 | |
| North America | -3.8 | -12.7 | 1.3 | 2.8 | 3.0 |
| of which USA | -4.2 | -12.9 | 1.1 | 2.7 | 3.0 |
| Western Europe | -1.3 | -11.2 | 2.2 | 2.6 | 3.4 |
| Asia Pacific | 1.8 | -6.0 | 5.8 | 6.5 | 7.5 |
| excluding Japan | 7.3 | -0.3 | 10.6 | 10.6 | 11.2 |
| Central & Eastern Europe | 12.8 | -24.6 | 7.0 | 9.8 | 10.9 |
| Latin America | 14.4 | -3.3 | 7.0 | 7.0 | 8.5 |
| Africa/M. East/ROW | 22.7 | 5.7 | 6.9 | 6.8 | 7.4 |
| World | 1.0 | -10.3 | 3.5 | 4.5 | 5.3 |