European Media Market Will Increase By 4.2% In 1994

Carat UK has published its 1994 Spring edition of the European Carat Media Forecast. The European media market is predicted to increase by 4.2% in current terms, which after inflation has been taken into account is a real growth rate of 1.7% Further growth is expected for 1995: 4.8% at current prices which represents real growth of 2.1%.

Europe has been the fastest growing of the world’s display advertising markets since 1980 and is now a close second to North America. Europe has grown by 238% since 1980, with the US growing 138% and Japan 133%. By the end of 1994, Europe will represent 29% of the world’s display advertising market.

With regard to media sectors, magazines in particular suffered during 1993, decreasing 3.7% in current prices. In 1984 magazines had over a quarter of all display advertising, 29%, but by 1994 their share has dropped to 22% in Europe. Television continues to increase its share; it has increased from a 23% share of advertising in 1984 to 36% in 1994. Television is forecast to grow a further 7% and 6.8% in 1994 and 1995 respectively in current prices.

WESTERN EUROPEAN DISPLAY ADVERTISING EXPENDITURE SHARE

e = estimate

f = forecast

UK ADVERTISING EXPENDITURE FORECASTS

Source AA/Carat.