ZenithOptimedia forecasts that the global advertising will grow 4.6% in 2013, led by developing markets and digital media. According to the predictions, the global ad spendings will increase in the next 2 years, from 3.8% in 2012 to 4.6 in 2013 and 5.2 in 2014.
Eurozone will start growing again in 2013, after a slight decline in 2012. US will generate 29% of adspent growth between 2011-2014, while developing markets will generate 59% of adspend growth between 2011- 2014, after increasing their share of global adspend from 33% to 36%.
Also, internet’s share of expenditure will rise from 16% in 2011 to 21.4% in 2014, representing over 30% in seven markets.
Eurozone – despite uncertain future, the region will post ad expenditure growth
For Italy, Spain, Portugal and Greece, forecasts see the ad expenditure falling sharply in 2012 by between 6.5% (in Italy) and 33.2% (Greece). Greek ad market had already shrunk by 44% in 2011, compared to 2007, and it’s estimated to go this year by 63% under the level of 2007. Despite some small growth in Austria and Germany, the overall Eurozone is expected to post a decline of 3.1% in 2012 and grow 0.9% in 2013 and 2.3% in 2014.
Considering the situation in Eurozone, Zenith reduced its 2012 forecast for Western Europe from 0.4% to -0.7%, for Central & Eastern Europe – from 6.2% to just 1.8%%. Also, it is expected for Western Europe to slowly recover (1.7% growth in 2013 and 2.7% in 2014). Central & Eastern Europe is predicted to bounce back fast, with 7.4% growth in 2013, led by Russia, where ad expenditure will accelerate from 13.0% in 2012 to 14.5% in 2013 and that is the largest ad market in CEE, accounting for 36% of the region’s ad expenditure in 2012, a share expected to rise to 41% by 2014.