A long, hard road ahead for most: Ad spend forecasts for 2009

The combination of a global financial crisis and severe economic downturn in most major markets will have a substantial effect on advertising expenditure in 2009.

A long, hard road ahead for most: Ad spend forecasts for 2009

Colin Macleod

As the global economy lurches into one of its most tumultuous periods ever, history shows this will have a major impact on ad expenditure.

In the UK, annual display ad spend has only once fallen by more than 10% in real terms in the past 30 years – and that was during the 1991 recession. In the years when the economy grew by more than 3.5%, display advertising grew on average by 7.5% at constant prices, after adjusting for inflation. In the years when economic growth...

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