According to ZenithOptimedia’s latest UK forecast report, “the uncertainty that plagued the end of 2011 has continued into the start of 2012.
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ZenithOptimedia predicts global ad expenditure will grow 4.8% in 2012, reaching US$489 billion by the end of the year. This is a slight upgrade of the 4.7% growth it forecast back in December.
A survey by the British Retail Consortium said retail sales remained sluggish last month – with like-for-like sales (a measure that does not include changes in floorspace and is favoured by equity analysts) down 0.3% year on year in February.
Following 3.8% growth in 2011, global advertising spending is expected to grow by 4.9% in 2012 to $465.5 billion, according to the latest global advertising forecast from Strategy Analytics.
Bank of America Merrill Lynch (BoAML) has raised its global ad forecast from 1.4% to 2% in 2012 to reflect recent GDP upgrades and stronger than expected trends in Q4.
MAGNAGLOBAL predicts that the quadrennial boost of 2012 (political advertising and to a lesser extent the Summer Olympic broadcasts) will help generate US year on year revenue growth of 3.7% in 2012.
The latest IPA Bellwether survey published today reveals that marketing budgets were revised up in Q4 for a second successive quarter, as companies sought to protect market share against competitors.
Barclays Capital claims that 2012 will be a “low growth environment” for advertising agencies. Barclays forecasts that agency organic revenue growth will average 2.9% next year – down from the 5.6% it expects agencies to record in 2011.
WPP’s GroupM has reduced its 2011 UK ad spend forecast from 1.5% to 0.7%.
MAGNAGLOBAL, a division of IPG Mediabrands, has released an updated global advertising forecast, showing media owners’ revenue growth for 2011 and 2012 to be slower than previously projected, but still resilient.