Warc Consensus Ad Forecast: BRICs drive adspend growth

Suzy Young and Brian Carruthers


Click here to access Warc's Consensus Forecast page, including links to the full datasets


Warc's latest Consensus Ad Forecast indicates that global advertising expenditure will grow more slowly in 2013 than previously thought, at 3.4%, but adspend in the BRIC nations will increase between two and three times as fast.

consensus

The Consensus Ad Forecast is based on a weighted average of adspend predictions at current prices from ad agencies, media monitoring companies, analysts, Warc's own team and other industry bodies.

The revised figure of 3.4% is a downgrade of -0.6 percentage points (pp) from an earlier forecast in January 2013. Predictions for all countries, except Japan and Australia, have been cut since then. The biggest revisions came in the European nations of Spain (-6.7pp), Italy (-7.0pp) and France (-2.1pp).