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Spend on ads to recover in 2004.(Brief Article)
Sustained recovery in global advertising expenditure is not expected until 2004, according to the latest report from Zenith Optimedia Group.
Global advertising spend is expected to be down 1.7 per cent in real terms for 2002 compared with 2001. Advertising expenditure in North America, Europe and Latin America will continue to decline with Asia-Pacific the only growth market.
ZOG predicts a slight recovery next year with a growth in global adspend of 1.2 per cent to dollars 311 billion. This will continue with a 2.5 per cent rise during 2004.
UK ad expenditure will decline in real terms by 3.1 per cent this year and 0.4 per cent next year, according to the twice-yearly Advertising Expenditure Forecasts report. It predicts a real-terms rise of 0.9 per cent for the UK in 2004.
Like WPP, which last week predicted a slow move toward recovery in 2004, ZOG is suggesting that growth will be led from North America, which ...
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