UK ad spend forecasts revised down, US moved up
GLOBAL— The stagnating European economy is starting to weigh on marketers’ confidence, leading to a minor downward revision in annual ad spend forecasts.
Warc’s latest Consensus Ad Spend chart shows an expected 5.3% year-on-year rise in global expenditure, down 0.1 percentage points on January’s forecast.
Spain, Italy and the UK have seen the biggest downward revisions, while the US has been revised up.
Warc’s Consensus Ad Spend forecast is based on a weighted average of ad spend predictions made by ad agencies, media monitoring firms, analysis, Warc’s own team and other industry bodies.