PARIS: French research independent BIPE Media predicts ongoing adspend growth worldwide through 2007, although in the so-called 'advanced' nations it will slow or even hit a plateau.
In its annual Ad Barometer report, BIPE estimates that total media investment across the five main European markets plus the USA, Japan, China and Russia, will reach €227 billion ($297.8bn; £153.8bn) this year - a 4.9% increase on 2005.
Leading the pack in terms of advertising growth rates are China and Russia, respectively expanding by 19% and 27%. In Europe, Spain leads with 6.2%, followed by France at 3.8%, Italy 3.3%, Germany 3.2%, trailed by the UK with just 2.2%.
Ad Barometer expects that 2007 will be marginally down overall, with total media investment of €238bn across the world's nine major markets. A less buoyant international economic environment will limit advertising growth to 4.8%.
The overall world market will increasingly resemble a two-speed engine with . . .
- 'Advanced' countries and traditional media operating at a slow pace (or just ticking-over);
- 'Emerging' nations and the new media racing ahead.
In 2007 China will overtake France as the planet's fifth-largest advertising power and is expected to reach third position by 2010, ousting the UK and Germany en route.
Meantime the online juggernaut continues to roll. It reached the symbolic threshold of 10% of total net advertising investment in the US this year, and is forecast to do the same next year in the UK and Japan.
The full Ad Barometer report can be downloaded by clicking here
Data sourced from mandmeurope.com; additional content by WARC staff