Global adspend set to rise by 2.2% in 2010

07 April 2010

PARIS: Global advertising expenditure will increase by 2.2% to $456 billion (€341bn; £299bn) this year, according to figures from ZenithOptimedia

The media network, part of Publicis Groupe, has revised its previous forecast from last December, when it predicted worldwide adspend would rise by 0.9% on an annual basis in 2010.

"Confidence in the global economic recovery, while tentative, continues to grow, and this improvement has been apparent in ad markets across the world," the company said.

Developed markets, including Western Europe and North America, posted a decline of 12.1% in 2009, but conditions are now "stabilising", meaning they should record a contraction of just 0.8% in 2010. 

In contrast, Central and Eastern Europe will see totals expand by 5.7% this year, with the Middle East also enjoying growth of 4.7% over this period. 

Asia Pacific is set to register the most substantial uptick, with revenues increasing by 10%, although this excludes Japan, where the climate has been considerably more challenging during the recession.

According to ZenithOptimedia, the internet's share of advertising budgets climbed by 2.1% to 12.6% last year, overtaking magazines on this measure, which took 10.3% of all expenditure.

Paid search was the main contributor to this trend, with online video also attracting heightened investment, but the proportion of web spending allocated to display fell year-on-year.

Looking forward, the internet is likely to continue to rise in prominence, and is set to take a market share of 17.1% by 2012.

Elsewhere, television advertising sales decreased by 6.7% last year, but the medium's market share rose from 38.1% to 39.4% in this timeframe, and will improve to 40.6% by 2012.

By contrast, newspapers are expected to take just 19.4% of all communications spending by this date, when magazines will receive 8.6% of revenues.

Overall, ZenithOptimedia suggested that the global advertising market would increase in size by 4.1% in 2011 and a further 5.3% in 2012.

Data sourced from Marketing Week/Bloomberg; additional content by Warc staff