Carat have today released revised forecasts for global advertising expenditure for 2012 and 2013.
The media communications agency have predicted 5% global growth for 2012 (down from 6% estimate in March), with worldwide figures for next year downgraded to 5.3% (from a previous forecast of 5.8%).
The forecast data also shows that global investment in Digital Advertising will overtake investment in Newspapers sooner than expected, in 2012 rather than 2013, as audiences continue to move online.
Jerry Buhlmann, chief executive of Aegis Group said of the figures: “Carat’s latest ad spend forecasts show the continuation of two fundamental trends which have changed the advertising industry. Firstly, Digital Media continues to grow materially ahead of all the other media and has overtaken newspapers – a year earlier than expected – to become the second largest medium in terms of advertising spend, behind TV.”
“The trend of audiences moving online shows no sign of slowing down, as demand for online content and the proliferation of internet and mobile access increases. In parallel to this, the trend of the two-speed world continues, with the rates of growth in the emerging economies remaining well ahead of the US and Western Europe.”
| 2012 | 2013 | |
|---|---|---|
| GLOBAL | ||
| NORTH AMERICA | 4.9 (5.0) | 5.3 (4.3) |
| USA | 4.9 (4.9) | 5.3 (4.2) |
| CANADA | 3.3 (5.4) | 4.3 (6.1) |
| WESTERN EUROPE | ||
| UK | 2.8 (4.0) | 2.8 (3.4) |
| GERMANY | 1.1 (1.2) | 1.5 (2.0) |
| FRANCE | 0.5 (1.5) | 1.9 (1.9) |
| ITALY | -5.0 (1.2) | -0.4 (1.0) |
| SPAIN | -8.0 (-4.7) | -5.4 (1.6) |
| C&EE | 7.9 (9.5) | 8.8 (9.0) |
| RUSSIA | 14.1 (15.2) | 13.1 (12.8) |
| ASIA PACIFIC | ||
| AUSTRALIA | 1.0 (2.9) | 2.0 (2.7) |
| CHINA | 11.0 (14.7) | 9.8 (14.6) |
| JAPAN | 2.9 (3.0) | 2.8 (0.7) |
| LATIN AMERICA | ||
| BRAZIL | 12.8 (10.5) | 9.4 (8.0) |
Figures in brackets show Carat’s previous forecasts from Mar 2012
