NEWS27 January 2015

Advertising spend growth forecast to slow

News UK

UK — The latest Consensus Ad Forecast from market intelligence service Warc indicates that growth in global advertising expenditure may slow to 5.1% this year.

Following an estimated rise of 5.3% in 2014, the forecast predicts that growth will slow this year, but will see a further rise to 6% in 2016.

Warc’s Consensus Ad Forecast is based on a weighted average of adspend predictions at current prices from ad agencies, media monitoring companies, analysts, Warc’s own team and other industry bodies.

The forecast breaks down growth by market, with India predicted to see the greatest rise in adspend ( 11.6%) and France the smallest, with a decline of 0.1%. The UK’s growth is predicted to be 5.7%, while adspend in the US is predicted to grow by 3.5%.

Adspend on the internet is predicted to rise by 16% – the greatest increase of all media. Magazines and newspapers are both predicted to see a spend decline of 3.6%.

“The global economic outlook is more uncertain than six months ago, with Eurozone stagnation, Russian sanctions and a slowdown in Asia all threatening growth. It is therefore unsurprising that many market-watchers, including us, have revised down expectations,” said James McDonald, research analyst at Warc.
“Despite the uncertainty, we should still see growth in global advertising expenditure of between 5-6% this year and next.”