European Adspend Forecast To Grow 4% In 2008
Advertising expenditure in Europe is expected to grow by 3.9% in 2008, despite real economic growth slowing to just 1.8%, according to a new forecast published by the World Advertising Research Center in association with the Advertising Association.
UK adspend is expected to rise by 3.5% this year, while adspend in the US is set to increase by 4.4%, helped by the presidential elections.
Spending on online advertising is expected to grow by 30.5% in Europe this year. Outdoor advertising is also expected to show above-average growth across the region. Within the EU-15, online spending will account for almost 10% of all adspend this year, up from 8.3% in 2007.
In 2009, adspend in Europe is expected to show similar growth to 2008, with an expected increase of 3.8%. Meanwhile, adspend growth in the US will slip back to 3.1%, but the UK ad market will improve to record a 3.8% increase.
| Yr-on-yr % change | 07-Jun | 08-Jul | 09-Aug |
| Eurozone-12 | 4.3 | 3.9 | 3.8 |
| France | 2.7 | 3.1 | 3.3 |
| Germany | 2.8 | 3 | 2.5 |
| Japan | 0.6 | 1.5 | 0.6 |
| UK | 5.9 | 3.5 | 3.8 |
| US | 3.1 | 4.4 | 3.1 |
| Note: Figures are at current prices. 2007 data are estimates. | |||
| Source: European Advertising and Media Forecast, WARC. | |||
A new report from eMarketer says that advertisers will spend £3.4 billion online in 2008, a rise of 27% from the year before, according to new online ad spending figures released by eMarketer.
Internet advertising should hold its own in the UK, and may even consolidate gains over other media during the economic decline, according to the UK Online Advertising: Reaching Maturity report (see Online Adspend To Rise 27% In 2008).
Advertising Association: www.adassoc.org.uk
World Advertising Research Center: www.warc.com