Global Advertising Expenditure To Increase 5% In 2012 - Carat

23 Aug 2012  |  Anne Tucker 
Carat logo

Carat have today released revised forecasts for global advertising expenditure for 2012 and 2013.

The media communications agency have predicted 5% global growth for 2012 (down from 6% estimate in March), with worldwide figures for next year downgraded to 5.3% (from a previous forecast of 5.8%).

The forecast data also shows that global investment in Digital Advertising will overtake investment in Newspapers sooner than expected, in 2012 rather than 2013, as audiences continue to move online.

Jerry Buhlmann, chief executive of Aegis Group said of the figures: "Carat's latest ad spend forecasts show the continuation of two fundamental trends which have changed the advertising industry. Firstly, Digital Media continues to grow materially ahead of all the other media and has overtaken newspapers - a year earlier than expected - to become the second largest medium in terms of advertising spend, behind TV."

"The trend of audiences moving online shows no sign of slowing down, as demand for online content and the proliferation of internet and mobile access increases. In parallel to this, the trend of the two-speed world continues, with the rates of growth in the emerging economies remaining well ahead of the US and Western Europe."

Year on year % growth at current prices
2012 2013
NORTH AMERICA 4.9 (5.0) 5.3 (4.3)
USA 4.9 (4.9) 5.3 (4.2)
CANADA 3.3 (5.4) 4.3 (6.1)
UK 2.8 (4.0) 2.8 (3.4)
GERMANY 1.1 (1.2) 1.5 (2.0)
FRANCE 0.5 (1.5) 1.9 (1.9)
ITALY -5.0 (1.2) -0.4 (1.0)
SPAIN -8.0 (-4.7) -5.4 (1.6)
C&EE 7.9 (9.5) 8.8 (9.0)
RUSSIA 14.1 (15.2) 13.1 (12.8)
AUSTRALIA 1.0 (2.9) 2.0 (2.7)
CHINA 11.0 (14.7) 9.8 (14.6)
JAPAN 2.9 (3.0) 2.8 (0.7)
BRAZIL 12.8 (10.5) 9.4 (8.0)
Figures in brackets show Carat's previous forecasts from Mar 2012
Leave a comment

Thank you for your comment - a copy has now been sent to the Newsline team who will review it shortly. Please note that the editor may edit your comment before publication.

Newsline Bulletins

Receive weekly round-ups of the latest comment, opinion and media news, direct to your inbox.

Enter your full name Enter your company name Enter your job title Enter a valid email address Enter your telephone number

Select one or more bulletins
More Information

Thank you for signing up

Leading Columnists TV OVERNIGHTS Featured Videos Latest Data Analysis