Regional advertising expenditure and media share

Peter Meech

The latest survey of worldwide adspend shows continued growth in most markets in 1997. The emerging markets of eastern Europe performed best, but there were the first signs of the effects on advertising of the Asian economic crises.

Regional advertising expenditure & media share

The latest survey of worldwide adspend shows continued growth in most markets in 1997. The emerging markets of eastern Europe performed best, but there were the first signs of the effects on advertising of the Asian economic crises.

Advertising expenditure reached US$270 billion in the 80 countries for which 1997 data are available. In current prices this represents a US$6 billion increase on 1996, but in real terms total world expenditure contracted. Care should of course be taken when analysing aggregate annual growth as it can be exaggerated, both upwards and downwards, by the...

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