UBS has revised down its ad spending forecast for the year, with the new estimate putting online revenues at 1.4% growth in 2009, down from 10.4%.
UBS analyst Matthieu Coppet has also downgraded 2010’s figure, although only slightly, from 13.8% to 11.2%.
Globally, UBS expects newspaper ad revenues to fall 11.7% this year, with a further dip of 2.8% in 2010. The company had previously forecast falls of 3.1%, 8.8% and 1.9% in 2008, 2009 and 2010 respectively.
US newspapers will fall more than the global market, plummeting 19.4% this year, followed by an 11.4% drop in 2010.
Magazines will drop 8%, revised downward from the 3% drop UBS was predicting last autumn.
In October, ZenithOptimedia downgraded its global and UK ad spend forecasts, predicting that global adspend would grow 4.3% in 2008, down from its June forecast of 6.6% (see ZenithOptimedia Lowers Global Adspend Forecast).
Zenith forecast that UK adspend would fall 2.1% in 2008, with an increase of 1.5% expected in 2009, down from its June forecast of 5.6% (see UK Adspend Forecast Downgraded By ZenithOptimedia).
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