Global Advertising Spend Growth
Carat has issued revised forecasts for global advertising expenditure in 2008. For the first time, Carat has also published forecasts looking to 2009.
2009 is predicted to see advertising growth of 4.9% worldwide, with the fastest-growing regions set to be Asia Pacific and Latin America, with strong increases predicted for India, Indonesia and Argentina, at 21.2%, 22.3% and 15.0% respectively.
Segment-wise, the strongest growth remains in digital, at 23.3% for 2008, although it is expected to slow somewhat to 18% in 2009.“Digital’s success story continues. We predict it will approach a 10% share of all global ad spend in 2009."
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Global year on year % growth at current prices | ||||||
|
2007a |
2008e |
2009e | ||||
|
TV |
4.4 |
7.2 |
5.5 | |||
|
Newspapers |
-0.6 |
-0.1 |
-0.3 | |||
|
Magazines |
5.1 |
3.7 |
3.7 | |||
|
Radio |
1.8 |
4.4 |
3.1 | |||
|
Cinema |
17.7 |
16.5 |
15.4 | |||
|
Outdoor |
5.5 |
6.7 |
6.9 | |||
|
Internet |
27.2 |
23.3 |
17.8 |
|||
Unsurprisingly, the internet is delivering the fastest increase of all the sectors, with digital growth in double-digit in all regions. Of particular note are China with 56.0% growth anticipated in 2008 and Russia with 46.3%. The fast growth rates of recent years are expected to moderate slightly but still show double-digit growth: digital in 2008 and 2009 is forecast to grow at 18.0% and 15.3% respectively in North America; 28.7% and 16.2% in Asia; and 27.5% and 22.9% in Europe.
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