Global Marketing Spend Rises 7% In 2002
Advertising and marketing spend rose by 7.1% in 2002, according to a survey of the top 100 marketers compiled by US trade magazine AdAge.
AdAge says that this increase in spend shows how the world’s leading marketers ‘weathered’ slow growth and the uncertain global economic and political conditions. During 2001, marketing spend declined by 2.6% in the same survey.
To be considered ‘global’ in AdAge‘s survey, a marketer must advertise in three of four regions – North America, Europe, Asia and Latin America. The regional expenditure figures show the strongest growth came from Africa, at 34.1%. Europe was also strong with 12.2% growth.
| Top 100 Global Marketers Spend By Region ($m) | ||||
| 2001 | 2002 | % Change | % Of Total | |
| Africa | 147 | 197 | 34.1 | 0.3 |
| Asia | 9,820 | 9,866 | 0.5 | 13.3 |
| Europe | 20,561 | 23,061 | 12.2 | 31.1 |
| Latin America | 2,322 | 2,214 | -4.7 | 3.0 |
| Middle East | 620 | 478 | -21.6 | 0.7 |
| Canada | 957 | 117 | 16.7 | 1.5 |
| US | 34,878 | 37,305 | 7.0 | 50.2 |
| Total worldwide | 69,305 | 74,246 | 7.1 | 100.0 |
| Source: AdAge.com, November 2003 | ||||
