Global advertising about to turn?

This article discusses the main findings of WARC's World Advertising Trends 2008. The data suggest that 2007 could be a defining moment for the global advertising sector, as the advertising world's centre of gravity increasingly shifts away from the U.S.

Global advertising about to turn?

Carlos Grande and Laura James

In retrospect, 2007 could prove to be a defining moment for the global advertising sector.

It is not inconceivable that downturns in US consumer spending and brand advertising could bring the global ad market's six-year run of real-terms growth to an abrupt end.

Already 2007 was the first year since 2001 that the US, the world's largest advertising market, experienced a real-terms decline in year-on-year ad expenditure.

With the US headingfor another decline in ad expenditure (in real-terms) during 2008, the shift...

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