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

Colin Macleod

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands