Global Adspend to Stage Unspectacular Recovery

18 November 2005

A disappointing global adspend year will make way for a marginally better 2006, according to forecaster Ad Barometer.

The report, produced by French-headquartered Group Interdeco, suggests a 4.5% adspend rise to $243 billion (€208bn; £142bn) next year.

A worldwide economic slowdown, beginning in 2004, has been made worse by a lack of major global events in 2005, such as the Olympic Games or a soccer World Cup tournament, which would normally generate advertising investment.

Of the countries surveyed, the report shows adspend growth in the US was 4.5% in 2005, compared with 8.2% last year; Japan has seen 2.1% growth, compared with 3.9% per cent; and the five largest countries in Western Europe have grown by just 2.9%, compared with 5.7%.

The new markets, China and Russia, have both seen booming adspend, up 26.7% and 15.5% respectively.

Next year the US is expected to see growth of 4%, Japan 2.5% and the five largest countries in Western Europe 3.4% per cent. China's adspend is forecast to rise 15% and Russia 20%.

Data sourced from; additional content by WARC staff