Insight Analysis: Global And Regional Advertising Forecasts Comparisons
The consensus of a number of recent key advertising forecasts puts 2002 global growth at -0.5%, rising to 2.8% in 2003.
These figures are compiled from an average of the most recent forecasts from Lehman Brothers, Zenith Optimedia, Aegis and Merrill Lynch. The consensus for European growth is -2.5% this year and 2.4% in 2003.
The US is expected to show the strongest performance at 0.6% this year and 3.0% next year.
| Recent Advertising Forecast Comparisons | ||||||||
| US | Europe | Global | Asia-Pacific | |||||
| 2002 | 2003 | 2002 | 2003 | 2002 | 2003 | 2002 | 2003 | |
| Lehman Brothers | 1.4 | 3.7 | -2.0 | 3.5 | 0.6 | 3.8 | – | – |
| Merrill Lynch | 0.7 | 4.0 | -2.2 | 1.8 | -1.2 | 3.0 | -2.5 | 2.3 |
| Aegis | 0.5 | 2.7 | -2.7 | 2.5 | 0.2 | 2.9 | 2.3 | 4.0 |
| Zenith Optimedia | -0.1 | 1.5 | -3.0 | 1.8 | -1.4 | 1.5 | – | – |
| Average | 0.6 | 3.0 | -2.5 | 2.4 | -0.5 | 2.8 | -0.1 | 3.2 |
| *Zenith’s global figure is comprised from top 7 world markets | ||||||||
| Source: As above, compiled by MediaTelINSIGHT, September 2002 | ||||||||
