European Display Advertising Forecast

Carat has published its autumn 1993 edition of its bi-annual Media Forecast in which it forecasts that the European display advertising market will reach US$54 billion in 1994, which represents a year on year growth rate of 4.6% in current terms. Estimates for the 1993 advertising market has been revised downwards, to show an overall growth of 3.9%.

Forecasts for television, the largest display sector in Europe, continue to show strong growth, with television increasing its share from 23% in 1984 to 37% in 1994. Press, which commanded nearly two thirds (64%) of all expenditure in 1984 is now forecast to take less than half (49%) by 1994, with the magazine sector being hardest hit.

The UK shows healthy growth rates for advertising, with growth rates updated since spring; television is forecast to grow by 7.9% in the UK during 1994.

The fastest growing market in Europe remains Greece; the two markets currently under the most pressure are Finland and Sweden.

Carat Research: Stephanie Fuoretta. 071 333 0099.