NEWS10 January 2012

No ‘double dip’ for ad industry, says Warc


UK— Global advertising spend is set to increase by 5.4% this year, according to the latest ‘poll of polls’ by Warc – a 0.9-point downgrade on August estimates.

The ongoing debt crisis affecting Eurozone countries is taking its toll on ad spend prospects in markets like Germany, France, Italy and Spain, but the outlook for Japan has improved while BRIC countries are expected to see double-digit increases in spend.

Warc’s data editor Suzy Young also notes that the “quadrennial effect” of the London 2012 Olympics and the US presidential elections should steer the industry safely clear of a “double dip” recession.

Warc’s forecast is based on a weighted average of ad spend predictions made by ad agencies, analysts, Warc’s own team and industry bodies (some of which were previously reported on here).