Carat predicts robust growth in 2013
Carat’s latest global advertising expenditure forecast predicts robust global growth in 2013 at +5.8% – a year with tougher comparators and a lack of major events – with all major markets back in growth.
The data also shows that, for the first time, global investment in digital advertising is set to overtake newspapers as audiences increasingly migrate online for content.
The forecast growth for 2013 comes on the back of the advertising recovery of 2011 and the expectation for continued positive momentum through 2012. Carat has kept its forecast for global advertising expenditure for 2012 steady at 6% when the ad spend will be stimulated by the US Presidential Elections, the Olympic Games and the UEFA European Football Championship.
Commenting on the Carat forecasts, Jerry Buhlmann, chief executive of Aegis Group plc, said: “Carat’s latest ad spend forecasts are really encouraging. Not only do they confirm our expectation for robust growth through 2012, but they also show that the global market is expected to build on that strong performance in 2013 with further growth – and in a year with no major events. These forecasts underline our view that advertising spend is now regarded by most corporates as far less discretionary than ever before.
“The figures also show the continuation of two long-term trends. Digital will gain further strength in 2013, when online investment will overtake newspapers for the first time, fuelled by consumer appetite for online video and social media, and the increasing penetration of mobile internet access. At the same time, the two-speed world will continue, with the BRIC advertising markets still outstripping the performance in the developed economies.
“In these times of rapid change, global advertisers are increasingly choosing to work with those best-adapted to these dynamic markets to support them in re-inventing the way brands are built. The successful players aligned behind these trends with focused and specialist offerings can look to the future with confidence.”
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