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ZenithOptimedia Global Advertising Forecasts

ZenithOptimedia Global Advertising Forecasts

The tables on this page show global advertising expenditure by major media in US$, year on year % change by media, and global adspend by medium.

Advertising Expenditure By Major Media (US $million, current prices)
2008 2009 2010 2011 2012
North America 179,776 156,926 154,501 157,285 162,044
Western Europe 121,293 107,865 108,266 110,868 114,463
Asia/Pacific 107,332 101,683 107,680 114,774 123,654
Central & Eastern Europe 35,583 27,356 28,909 31,373 34,555
Latin America 30,405 30,535 33,369 35,533 38,328
Africa/ Middle East 20,297 21,891 23,275 24,712 26,494
World 494,686 446,257 456,000 474,544 499,539
Source: ZenithOptimedia, April 2010
Year-On-Year Percentage Change, Major Media (newspapers, magazines, television, radio, cinema, outdoor, internet)
2008 v 07 2009 v 08 2010 v 09 2011 v 10 2012 v 11
North America -3.7 -12.7 -1.5 1.8 3.0
of which USA -4.2 -12.9 -2.0 1.6 2.9
Western Europe -1.4 -11.1 0.4 2.4 3.2
Asia/Pacific 2.3 -5.3 5.9 6.6 7.7
Central & Eastern Europe 12.8 -23.1 5.7 8.5 10.1
Latin America 14.7 0.4 9.3 6.5 7.9
Africa/ Middle East 22.5 7.9 6.3 6.2 7.2
World 1.1 -9.8 2.2 4.1 5.3
Source: ZenithOptimedia, April 2010
Global Adspend by Medium 2007-2011 (US$ million, current prices)
2008 2009 2010 2011 2012
Newspapers 122,282 101,514 97,685 96,264 95,429
Magazines 56,342 45,272 43,279 42,476 42,284
Television 185,813 173,399 180,952 189,614 199,730
Radio 37,614 33,718 33,548 34,331 35,896
Cinema 2,328 2,813 2,250 2,359 2,469
Outdoor 32,116 28,532 29,023 30,286 31,708
Internet 50,947 55,433 62,592 71,974 83,896
TOTAL* 487,443 440,050 449,329 467,304 491,411
Source: ZenithOptimedia, April 2010
*NB: The totals here are lower than the total above, due to that table including total adspend figures for a few countries that do not itemise by medium.

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