By A Correspondent
Marketing intelligence service Warc (www.warc.com), expects global advertising spend (based on 12 major markets) to increase by +3.0 percent at current prices in 2013 and by +5.4 percent in 2014, according to its latest International Ad Forecast.
If forecast inflation is taken into account, global adspend is expected to rise by just +0.6 percent this year and by +2.4 percent in 2014.
This follows estimated adspend growth of +3.8 percent at current prices in 2012. The predicted slowdown for 2013 is due to the absence of last year’s adspend boost from the Olympics and the US presidential election, alongside on-going concerns about the health of the global economy, particularly in relation to the eurozone debt crisis.
| Forecast adspend growth in 2013, % change year-on-year Current prices | Constant 2005 prices* | Percentage point change vs November (current prices) | |||
| Australia | 2.2 | -0.4 | –0.4 | ||
| Brazil | 9.5 | 3.4 | 0.0 | ||
| Canada | 2.7 | 1.2 | –2.0 | ||
| China | 9.0 | 5.3 | –3.5 | ||
| France | -0.7 | -2.3 | –2.0 | ||
| Germany | 0.9 | -0.9 | –0.8 | ||
| India | 7.9 | -0.2 | –1.1 | ||
| Italy | -2.9 | -4.8 | –4.6 | ||
| Japan | 1.3 | 1.3 | +0.3 | ||
| Russia | 12.4 | 5.6 | –2.2 | ||
| UK | 3.1 | 0.7 | –0.9 | ||
| US | 2.2 | 0.3 | –0.3 | ||