Global advertising spend & economic outlook, 2008-2010

Forecasters predict a return to growth for the global advertising economy in 2010. During the 2009 advertising slump, North America and European advertising markets were hardest hit, while Asia Pacific and the Middle East have continued to grow strongly.

Global advertising spend & economic outlook, 2008-2010

Looking forward to the rebound

At the time of writing, forecasters predict a return to growth for the global advertising economy in 2010 (see fig. 1). If global advertising achieves the modest 2% upturn projected in Warc's consensus of 2010 industry and analysts' forecasts, this would prove a more immediate rebound than occurred after the downturn of 2001-02.

Fig 1: Ad growth forecast after heavy global Constant 2005 prices. Dotted line and hashed bars represent forecast periods.

The 2009 advertising slump was notable for the distinct challenges...

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