The Advertising Association has today released the “European Advertising and Media Forecast”. Real growth is predicted across Europe, with UK advertising expenditure forecast to grow by 5.5% in 1995 with the press predicted to show a 5.7% increase.
Figures for ad spend in 1993 decreased in eight countries last year: Austria, Finland, France, Germany, Italy, Netherlands, Sweden and Japan. However, expenditure increased in Belgium, Greece, Ireland, Norway, Portugal, Spain, the UK and the USA. The AA forecasts that the largest increases in ad spend in 1994 is expected to come from Greece, the UK and Ireland.
SUMMARY OF TOTAL ADVERTISING EXPENDITURE FORECASTS
TOTAL
PRESS
TV
OTHER
93
94
95
93
94
95
93
94
95
93
94
95
Austria
-0.3
1.5
4
2.6
2.3
2.8
-5.3
-0.9
7.4
-4.5
1.6
4.6
Belgium
1.6
1.6
3.4
2.4
0.7
3
2.3
3.6
5.2
-1.9
1.1
1.5
Denmark
0.2
1.2
2.5
-1.3
0.5
0.7
7.1
4
9.7
-1.2
1.2
3.9
Finland
-6
-2.5
0.5
-6.8
-3.4
-0.4
-1
1.3
3.1
-9
-3
2.9
France
-6.9
3.1
4
-11.7
1.9
2.7
-1
4.7
5
-3.3
3.8
5.6
Germany
-2.2
0.6
3
-4.8
-0.7
2.2
7.1
4.5
6.4
2.4
2.4
2.1
Greece
8.2
7.5
6
-3.2
3
3.1
13.4
10
7.7
18.4
5.6
3.4
Ireland
5.9
6
2
4.5
5
1.8
9.9
11.1
3.1
7.6
2.5
0.6
Italy
-3.9
-2
0.5
-4.7
-4
-0.6
-1.9
0
1.5
6
-1.9
0.5
Netherlands
-0.2
-0.4
0.5
-3.6
-1.3
-0.1
7.5
2
3.7
-6.7
0.6
-0.4
Norway
3.1
2.6
2
-4.5
-3.2
-0.3
98.4
34.1
10.6
-14.3
10.5
5.8
Portugal
0.2
-3
-0.5
-13.3
-6.1
-2.5
15.9
0.1
1.7
-6.7
-5.8
-3.5
Spain
12.1
-5.5
0
-12.7
-7.6
-0.7
55
-4.2
0.6
-14.3
-3.9
-0.3
Sweden
-1.6
5
6.5
-9.3
-1
4.7
72.8
36.8
11.9
2.1
3.4
10.8
Switzerland
2.1
1.6
2
2.1
1.2
1.7
2.1
6
7.6
2.1
1.6
0.6
UK
2.3
6.2
5.5
1.1
7.2
5.7
3.7
4
5
7.7
8.2
6.7
Japan
-8.2
-2
0.5
-9.7
-3.5
-0.4
-5
-0.1
1.5
-11
-2.7
-0.5
USA
1.9
3
2.5
1.5
2.6
2.3
1.1
3.8
3.1
5.9
2.4
1.7
*Display plus classified advertising expenditure.
Figures % CH at 1990 prices
Source: Advertising Association AA: 071 828 2771
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