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Advertising Expenditure As Percentage Of GDP For Selected Countries

Advertising Expenditure As Percentage Of GDP For Selected Countries

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.

Analysts at Merrill Lynch note that there is often enthusiasm for emerging markets as advertisers in these countries are underspending relative to GDP.
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 

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