ZenithOptimedia: Global ad growth in 2010 – 3,5%

Advertising, Digital & Media, Marketing, Media

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