ZenithOptimedia's Crystal Ball Nudges Up US Adspend

23 April 2004

In its latest quarterly round of divination, Publicis Groupe's media network ZenithOptimedia has revised upward its earlier forecast of this year's US adspend growth.

This, say the ZO haruspices, will rise from 5.1% to 5.5% thanks to the double boost of the Olympic Games and the November presidential election. After which, growth is predicted to settle down at +3.9% in 2005 and +4.1% in 2006.

Says ZO knowledge management executive Jonathan Barnard: "It looks like fairly average growth. We're not talking about a surge after the large decline between 2001 and 2003, unfortunately."

As to the remainder of the planet, the agency has produced numbers for the seven ad markets outside the USA, including those in Europe and Japan. In aggregate, the eight markets account for 75% of worldwide advertising expenditure.

The platinum octet are predicted to grow collectively by 4.2% this year and 3.4% next. Leading the flock will be Japan, the globe's second largest ad market -- growing by 1.5% this year from 2003's puny 0.8%. In 2005, adspend in the land of the Rising Sun will buck the global trend by increasing again by 2%.

Data sourced from: AdAge.com; additional content by WARC staff