Advertising In Western Europe
Display ad expenditure in Europe will grow in real terms by 3.3% in 1991 and by 6.8% in 1992, according to forecasts from Carat International (071 730 0010) The forecasts make use of “a new definition of advertising expenditure which maximises the compatibility of the the available data”. In effect this means that classified advertising and production costs are excluded. Agency commission is included. The report shows that,with few except- ions, advertising expenditure is grow- ing and will continue to grow more rapidly than other sectors of the economy. Advertising is likely to grow two and a half times more quickly than the European economy as a whole.
DISPLAY AD EXPENDITURE – CURRENT PRICES COUNTRY
| COUNTRY | 1989 | 1990 | 1991 | 1992 |
|---|---|---|---|---|
| $m | % | % | % | |
| Austria | 863 | 11.1 | 8.7 | 7.6 |
| Belgium | 801 | 4 | 5.5 | 6.5 |
| Denmark | 1036 | 8 | 3 | 3.3 |
| Finland | 1034 | 8.9 | 10.7 | 11.3 |
| France | 7974 | 8.7 | 7.1 | 8 |
| Germany | 8577 | 6.2 | 7 | 15 |
| Greece | 351 | 44.8 | 36 | 33 |
| Ireland | 252 | 11.1 | 7.4 | 7 |
| Italy | 5317 | 8.4 | 8.6 | 10.8 |
| Nethrlnds | 1760 | 9 | 8 | 8 |
| Norway | 700 | 5.9 | 5.3 | 5.6 |
| Portugal | 286 | 18.9 | 14.5 | 16.1 |
| Spain | 5465 | 25.6 | 21.3 | 17.5 |
| Sweden | 1296 | 6.7 | 7.6 | 7.7 |
| Switzrlnd | 1593 | 3.6 | 3 | 2.9 |
| UK | 8213 | 3.7 | 3.5 | 9.6 |
| W.EUROPE 4 | 5518 | 9.4 | 8.8 | 11.4 |
| COUNTRY | 1990 | 1991 | 1992 |
|---|---|---|---|
| $m | % | % | |
| Austria | 7.3 | 5 | 4 |
| Belgium | -0.4 | 1.5 | 2.8 |
| Denmark | 4.5 | n/c | 0.3 |
| Finland | 2.3 | 4.9 | 6 |
| France | 5.1 | 3.6 | 5.2 |
| Germany | 2.7 | 3.4 | 11.4 |
| Greece | 19.7 | 14.1 | 15.7 |
| Ireland | 7.2 | 4.3 | 3.9 |
| Italy | 1.9 | 2.2 | 6 |
| Nethrlnds | 6.5 | 2.1 | 1.3 |
| Norway | 1.1 | 0.8 | 0.6 |
| Portugal | 4.7 | 2.7 | 6.5 |
| Spain | 16.8 | 14 | 11.9 |
| Sweden | -3.4 | -1.7 | 1.6 |
| Switzrlnd | -0.9 | -1.9 | -0.6 |
| UK | -2 | -2.8 | 4.7 |
| W.EUROPE | 3.9 | 3.3 | 6.8 |
FRANCE Summary of Forecasts Mkt Size’89 $7974m
| 1990 | 1991 | 1992 | Mkt Share | |
|---|---|---|---|---|
| % | % | % | -1990 | |
| TV | 9 | 7.5 | 8.5 | 24.6 |
| Press | 9.3 | 7.3 | 7.5 | 51.4 |
| Radio | 5.8 | 6 | 8 | 10.9 |
| Cinema | 8.1 | n/c | 8 | 0.9 |
| Outdoor | 8 | 7 | 9 | 12.2 |
| TOTAL | 8.7 | 7.1 | 8 | 100 |
Summary of Forecasts – Constant Prices
| TV | 5.4 | 4 | 5.6 |
|---|---|---|---|
| Press | 5.7 | 3.8 | 4.7 |
| Radio | 2.3 | 2.5 | 5.2 |
| Cinema | 4.5 | -3.3 | 5.2 |
| Outdoor | 4.4 | 3.5 | 6.1 |
| TOTAL | 5.1 | 3.6 | 5.2 |
| Real GDP | 2.5 | 1.8 | 2.5 |
GERMANY Summary of Forecasts Mkt Size’89 $8577m
| 1990 | 1991 | 1992 | Mkt Share | |
|---|---|---|---|---|
| % | % | % | -1990 | |
| TV | 19.3 | 16.6 | 19.2 | 17.8 |
| Press | 2.1 | 3.3 | 13.4 | 70.6 |
| Radio | 7.4 | 7.3 | 14.5 | 5.8 |
| Cinema | 6.2 | 9.5 | 8.7 | 1.4 |
| Outdoor | 6.3 | 8.1 | 15 | 4.4 |
| TOTAL | 6.2 | 7 | 15 | 100 |
Summary of Forecasts – Constant Prices
| TV | 15.4 | 9.1 | 12.3 |
|---|---|---|---|
| Press | -1.3 | -0.2 | 6.3 |
| Radio | 14.5 | 3.7 | 7.8 |
| Cinema | 1.5 | 5.8 | 7.9 |
| Outdoor | -3.6 | 4.4 | 7.9 |
| TOTAL | 2.7 | 3.4 | 7.9 |
| Real GDP | 4.2 | 2.6 | 2.8 |
ITALY Summary of Forecasts Mkt Size’89 $5317m
| 1990 | 1991 | 1992 | Mkt Share | |
|---|---|---|---|---|
| % | % | % | -1990 | |
| TV | 8.9 | 8 | 10.5 | 47.7 |
| Press | 8.9 | 8.6 | 11.1 | 43.9 |
| Radio | 7.5 | 7.6 | 10.6 | 3.6 |
| Cinema | 5.9 | 5.5 | 10.5 | 0.3 |
| Outdoor | 9.9 | 8.3 | 11.2 | 4.5 |
| TOTAL | 8.9 | 8.3 | 10.8 | 100 |
Summary of Forecasts – Constant Prices
| TV | 1.9 | 1.9 | 5.7 |
|---|---|---|---|
| Press | 1.9 | 2.5 | 6.3 |
| Radio | 0.6 | 1.5 | 5.8 |
| Cinema | -0.9 | -0.5 | 5.7 |
| Outdoor | 2.8 | 2.2 | 6.4 |
| TOTAL | 1.9 | 2.2 | 6 |
| Real GDP | 2.6 | 2 | 2 |
SPAIN Summary of Forecasts Mkt Size’89 $5465m
| 1990 | 1991 | 1992 | Mkt Share | |
|---|---|---|---|---|
| % | % | % | -1990 | |
| TV | 26.1 | 25 | 20 | 30.2 |
| Press | 27 | 22.2 | 17.9 | 54.8 |
| Radio | 12.7 | 10 | 10 | 10 |
| Cinema | 25.6 | 20 | 17.5 | 0.9 |
| Outdoor | 38.5 | 10 | 12 | 4.1 |
| TOTAL | 25.6 | 21.3 | 17.5 | 100 |
| TV | 17.3 | 17.5 | 14.3 |
|---|---|---|---|
| Press | 18.1 | 14.8 | 12.3 |
| Radio | 4.8 | 3.4 | 4.8 |
| Cinema | 16.8 | 12.8 | 11.9 |
| Outdoor | 28.8 | 3.4 | 6.7 |
| TOTAL | 16.8 | 14 | 11.9 |
| Real GDP | 3.5 | 3 | 3 |
UNITED KINGDOM Summary of Forecasts Mkt Size’89 $8213m
| 1990 | 1991 | 1992 | Mkt Share | |
|---|---|---|---|---|
| % | % | % | -1990 | |
| TV | 1.8 | 3.9 | 10 | 40.8 |
| Press | 4.8 | 3 | 9 | 51 |
| Radio | 2.1 | 2.1 | 14.4 | 3 |
| Cinema | 39.3 | 3.7 | 7.1 | 0.6 |
| Outdoor | 4.6 | 5.3 | 10.2 | 4.6 |
| TOTAL | 3.7 | 3.5 | 9.6 | 100 |
Summary of Forecasts – Constant Prices
| TV | -3.8 | -2.4 | 5.1 |
|---|---|---|---|
| Press | -0.9 | -3.3 | 4.1 |
| Radio | -3.5 | -4.1 | 9.3 |
| Cinema | 31.7 | -2.6 | 2.3 |
| Outdoor | -1.1 | -1.1 | 5.3 |
| TOTAL | -2 | -2.8 | 4.7 |
| Real GDP | 1.6 | -0.5 | 2.2 |
CONSUMER PRICE INFLATION – PERCENTAGES
| COUNTRY | 1990 | 1991 | 1992 |
|---|---|---|---|
| % | % | % | |
| Austria | 3.5 | 3.5 | 3.5 |
| Belgium | 4.4 | 3.9 | 3.6 |
| Denmark | 3.3 | 3 | 3 |
| Finland | 6.5 | 5.5 | 5 |
| France | 3.4 | 3.4 | 2.7 |
| Germany | 3.4 | 3.5 | 3.2 |
| Greece | 21 | 19.5 | 15 |
| Ireland | 3.6 | 3 | 3 |
| Italy | 6.9 | 6 | 4.5 |
| Netherlands | 3.2 | 3.1 | 2.8 |
| Norway | 4.7 | 4.5 | 5 |
| Portugal | 13.6 | 11.5 | 9 |
| Spain | 7.5 | 6.4 | 5 |
| Sweden | 10.5 | 9.5 | 6 |
| Switzerland | 4.5 | 5 | 3.5 |
| UK | 5.8 | 6.5 | 4.7 |
REAL GROSS DOMESTIC PRODUCT (GDP)
| COUNTRY | 1990 | 1991 | 1992 |
|---|---|---|---|
| % | % | % | |
| Austria | 4.5 | 3 | 2.5 |
| Belgium | 3.5 | 2.3 | 2.6 |
| Denmark | 1 | 1 | 2 |
| Finland | 1.7 | n/c | 0.8 |
| France | 2.5 | 1.8 | 2.5 |
| Germany | 4.2 | 2.6 | 2.8 |
| Greece | 1.2 | 1 | 1.5 |
| Ireland | 4.4 | 2.3 | 3.1 |
| Italy | 2.6 | 2 | 2 |
| Netherlands | 3 | 2.3 | 2.8 |
| Norway | 3 | 2.5 | 3 |
| Portugal | 3.9 | 3 | 3 |
| Spain | 3.5 | 3 | 3 |
| Sweden | 0.9 | -0.5 | 1.5 |
| Switzerland | 2.5 | 2.5 | 2.5 |
| UK | 1.6 | -0.5 | 2.2 |
| WESTERN EUROPE | 2.8 | 1.7 | 2.4 |