Global ad spend to rise by 5.8% in 2014

The latest Consensus Ad Forecast from Warc forecasts a rise in global ad spends even in 2015

BestMediaInfo Bureau | Delhi | July 30, 2014

The latest Consensus Ad Forecast from Warc, the marketing intelligence service, indicates that global advertising expenditure will increase by 5.8 per cent in 2014. A rise in expenditure of 5.0 per cent is also expected in 2015.

Warc's Consensus Ad Forecast is based on a weighted average of adspend predictions at current prices from ad agencies, media monitoring companies, analysts, Warc's own team and other industry bodies.

Of the 13 markets covered in the report, 12 are forecast net growth in adspend in 2014. The rate of growth has been revised upwards for seven countries, since our previous forecast in

January, 2014, with Brazil demonstrating the highest rise (2.4pp). It should be noted that total global adspend has also seen a 0.6pp rise in expectations from the last report.

Italy is predicted to be the only country in which adspend will contract in 2014 – by 0.4 per cent.

Adspend in Russia, previously expected to record double digit growth in 2014, is now predicted to rise 9.0 per cent after a 1.7pp downgrade.

BRIC countries will be the strongest performers, with Brazil, India and China expected to see all-media growth of 12.8 per cent, 11.3 per cent and 11.1 per cent respectively. All media, barring newspapers and magazines, are predicted to record year-on-year growth in 2014, with internet up the most, at 16.4 per cent. Internet is the only channel for which forecasts have upgraded since the previous forecast.

Suzy Young, Data and Journals Director, Warc says, "After Brazil, the UK and the US have both seen total adspend upgrades since January, making them the best-performing markets outside the BRICs. By contrast, the established markets in Western Europe continue to struggle, although most should see growth in 2014.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com