Emerging markets lead adspend growth

06 February 2012

LONDON/WASHINGTON: Most major advertising markets are expected to see revenues rise this year, led by fast-growth economies like China, India and Russia, new figures from Warc suggest.

According to the latest International Advertising Forecast, which monitors 12 key global markets, adspend rose by an estimated 3.6% in 2011 at current prices, using purchasing power parities.

Looking forward, the sector should expand by 4.5% in 2012, although this total falls to a more modest 1.9% when inflation is taken into account.

Unsurprisingly, the BRIC nations are anticipated to deliver the most rapid growth, with Russia up 16.5%, India improving by 14%, China enjoying a 11.5% lift and Brazil logging an 8.5% increase in demand, all at current prices.

At the other end of the spectrum, Italy is the only featured country likely to witness a contraction, off by 0.8%, as a consequence of domestic economic troubles and broader issues facing the eurozone.

Elsewhere, France and Germany are both expected to yield growth of around 1%, while Japan bounces back from a challenging 2011 with a 2.5% expansion year on year.

Buoyed in particular by the presidential elections, the US – the world's largest advertising market – is pegged to experience a 4.1% increase in ad sales.

The UK should receive similar benefits as a result of the Olympic Games in London, which will help drive adspend in the country up by 4.2% compared with the previous 12 months.

Canada, where revenues are due to climb by 5.1%, was one of only four nations to have their prospects upgraded from the last International Advertising Forecast, published in November. The others were Brazil, China and Japan.

"With continuing debt worries affecting mature markets and knocking business and consumer sentiment, it is no surprise that 2012 adspend growth will come from emerging markets," Suzy Young, Warc's data editor, said.

"Without the support from the presidential election and major sports tournaments, the outlook would have been even worse. But there are some bright spots with the data, with TV's performance looking particularly encouraging."

To find out more about Warc's International Advertising Forecast, click here.

Data sourced from Warc