The AA forecast that advertising expenditure in the UK will rise by 3.2% this year with outdoor & transport and the internet leading the growth (see
UK Adspend To Rise 3.2%).
In separate research, the AA predicted that advertising expenditure in Europe will grow by 3.9% in 2008, despite real economic growth slowing to just 1.8% (see European Adspend Forecast To Grow 4% In 2008).
Spending on online advertising is expected to grow by 30.5% in Europe this year. Outdoor advertising is also expected to show above-average growth across the region.
TNS Media Intelligence published a report which revealed that the US advertising market finished 2007 with measured spending of $148.99 billion, up 0.2% year on year.
TNS added that total expenditures during the fourth quarter of 2007 fell by 0.1% versus a year ago (see US Advertising Expenditures Grew 0.2% In 2007).
Also last month, ZenithOptimedia downgraded its 2007 combined growth forecasts for North America and Western Europe from 4.4% to 3.8% (see Zenith Downgrades Ad Forecast).
However, it increased its 2008 forecasts for the rest of the world from 10.9% to 11.1%.
The combined result is a slight downgrade of global growth from 6.7% to 6.5%, still well above the 5.0% average rate at which the global ad market has grown for the last ten years.
A forecast from Carat predicted that there will be global advertising growth of 4.9% in 2009, with the fastest growing regions set to be Asia Pacific and Latin America.
Segment-wise, said Carat, the strongest growth remains in digital, at 23.3% for 2008, although it is expected to slow to 18% in 2009. Just behind that are cinema and out-of-home, closely followed by TV. Only newspapers are declining overall (see Global Adspend Forecast To Grow 4.9% in 2009).
eMarketer released a UK focused forecast predicting that advertisers will spend £3.4 billion online in 2008, a rise of 27% from the year before.
Internet advertising spending will continue to show double-digit growth through 2010, said eMarketer, passing £4.3 billion in 2010 and exceeding £5 billion in 2012 (see Online Adspend To Rise 27% In 2008).
In other research, Screen Digest said that the TV advertising market is set for a tough two years, with the outlook improving from 2010 to 2012 (see Global TV Ad Market Set For Tough Two Years).
Screen Digest said that 2008 will be a difficult trading year for TV advertising, with spend growing at a lower rate than the economy, at only 1.9% in Europe and 1.5% in the US.
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