The first ever UK product placement communication effectiveness research has just been released. Taking a sample of recent placements in UK dramas this unique process shows that advertisers frequently achieve as much value from the overseas export versions of the programme as they have received from the original UK transmission.
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ZenithOptimedia now forecasts global ad expenditure to grow by 4.2% in 2011, down from the 4.6% it forecast in December, as a result of the political turmoil in the Middle East and the earthquake in Japan.
GroupM’s expectations for the global advertising economy are slightly more bullish than those released by Zenith yesterday.
Zenith Media’s latest global forecasts, released today, predict annual growth of between 4.6% and 5.2% for the next three years, driven by developing markets and digital media.
Publicis Groupe has reported organic revenue growth in Q3 of 9.2%, according to figures from Merrill Lynch.
On the face of it, ZenithOptimedia’s latest global ad revenue forecast headlines make positive reading – up from 3.5% to 4.8% for 2010; and the 2011 forecast increased too. However, reading deeper, this is tempered with not unexpected concerns over the next two years at least.
ZenithOptimedia has upgraded its forecast for global adspend growth this year from 2.2% to 3.5%.
A new forecast from GroupM predicts that global media spend will grow 3.5% this year, to $452 billion.
Magna Global’s latest worldwide advertising forecast predicts that ad revenues will grow 4.2% to $377 billion in 2010, upgraded from its previous forecast of 2.4%.
Magna Global’s latest global television advertising forecast predicts 6.4% growth in constant currency terms during 2010, to $150.7 billion dollars worldwide.