For reference, the following table shows forecasts for advertising expenditure of GDP in selected countries. The overall trend is that ad expenditure as a percentage of GDP is falling in the short term, particularly in North America and Europe.
Advertising Expenditure As % Of GDP | |||||
2000 | 2001 | 2002F | 2003F | 2004F | |
Canada | 0.72 | 0.72 | 0.72 | 0.70 | 0.69 |
USA | 1.53 | 1.40 | 1.37 | 1.34 | 1.34 |
North America | 1.48 | 1.36 | 1.32 | 1.29 | 1.30 |
France | 0.73 | 0.67 | 0.64 | 0.63 | 0.64 |
Germany | 0.98 | 0.91 | 0.85 | 0.84 | 0.86 |
Italy | 0.69 | 0.64 | 0.60 | 0.60 | 0.60 |
Spain | 0.93 | 0.82 | 0.76 | 0.74 | 0.72 |
UK | 1.11 | 1.03 | 0.98 | 0.95 | 0.94 |
Europe | 0.91 | 0.85 | 0.82 | 0.81 | 0.81 |
Australia | 1.24 | 1.08 | 0.02 | 0.97 | 0.95 |
China | 0.44 | 0.44 | 0.45 | 0.47 | 0.50 |
Hong Kong | 2.14 | 2.32 | 2.42 | 2.50 | 2.49 |
Japan | 0.89 | 0.90 | 0.88 | 0.90 | 0.93 |
South Korea | 1.38 | 1.16 | 1.18 | 1.17 | 1.14 |
Asia Pacific | 0.85 | 0.83 | 0.82 | 0.83 | 0.85 |
Argentina | 0.94 | 0.96 | 1.30 | 1.44 | 1.44 |
Brazil | 0.92 | 0.98 | 0.97 | 1.04 | 1.08 |
Colombia | 1.24 | 1.30 | 1.37 | 1.44 | 1.50 |
Mexico | 0.59 | 0.58 | 0.52 | 0.55 | 0.61 |
Latin America | 0.93 | 0.95 | 0.90 | 0.92 | 0.95 |
World | 1.09 | 1.03 | 1.00 | 1.00 | 1.01 |
Source: Zenith Media, December 2002 |