Zenith Media has published its worldwide advertising expenditure forecast to 1999.
According to the study, steady real adspend growth is forecast in the US, Europe and Japan; in central and south east Asia this figure is expected to grow by 34% in real terms by 1999.
Global adspend in print, TV, radio, cinema and out-of-home is forecast to be US$282 billion in 1996, 7.7% ahead of 1995 in current prices or 4.1% in constant. Zenith is confident that 1996 will be the high-point of real growth to 1999.
Nominal global output is expected to rise 6% in 1997 and accelerate to 6.4% in 1998 and 1999. Advertising expenditure currently makes-up 1.01% of this and is expected to carry on rising slowly to 1.02% in 1999.
The UK is enjoying a consumer boom, but real mainstream media spend is decelerating.
Zenith Media: 0171 255 1266
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