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…
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
