Global Advertising Recovery Confirmed

This year has delivered a better than expected performance, thanks to a stronger than expected global economic recovery and the much anticipated quadrennial events of the Olympics, Euro 2004 and the US presidential elections that have generally met expectations.

Following two or three gloomy years in the advertising industry, all markets and all media have recovered, with worldwide advertising expenditure largely back to the level of 2000 (except in Japan and some continental European countries).

In addition, major advertising categories such as telecoms, finance and motors, have experienced recovery following the 2000 crisis and other categories such as food and FMCG have benefited from increased levels of advertising expenditure.

Looking forward, Interdeco predicts that 2005 will experience continued growth, although at a slower rate compared to 2004. Adspend is forecast to be up by 3.2% next year, with overall worldwide economic growth decelerating.

Interdeco’s global predictions are more conservative than other advertising forecasters, with ZenithOptimedia being the most positive for 2004 and Universal McCann the most optimistic for 2005.