UK Advertising Growth Forecasts Update
This is an update of the latest UK advertising growth forecasts for 2001/2002, augmented to include Advertising Association figures.
It is generally recognised that the first half to three quarters of the year will see a continuation of the decline that hit 2001 so hard, but the fourth quarter is expected to display an upturn in the market.
However, some forecasters are still expecting 2002 growth to end up negative. Media Planning Group is forecasting a -1.0% performance for the year, whilst analysts at ABN Amro are even more pessimistic with a prediction of -1.7%. Meanwhile, Zenith Media, Universal McCann, Optimedia and the AA are all predicting positive growth for the year.
| UK Ad Growth Forecast Comparisons | ||
| ÂÂ | ÂÂ | ÂÂ |
| ÂÂ | 2001 | 2002 |
| ÂÂ | ÂÂ | ÂÂ |
| ABN Amro | -5.4 | -1.7 |
| Zenith Media | -4.0 | 0.7 |
| Universal McCann | 0.9 | 2.5 |
| Media Planning Group | -7.6 | -1.0 |
| Optimedia | -3.2 | 2.3 |
| Advertising Association | -4.6 | 0.5 |
| Average | -4.0 | 0.6 |
| ÂÂ | ÂÂ | ÂÂ |
| Source: As above, December 2001, Optimedia – November 2001 | ||
