The UK is set to lead any European advertising recovery this year, with growth of 2.3% forecast by the Ad Barometer report from OMD France and Interdeco.
In second position behind the UK, will be France, which is predicted to see advertising spend rise by 1.6%, according to reports. Overall, though, recovery is expected to be slow to emerge.
Marketing spend across the seven countries on the survey – namely France, Germany, Italy, Spain, Poland, Sweden and the UK – is predicted to rise by 1.7% to ₏150 billion in 2003.
In 2002, spending in the seven markets fell by 1% year on year, according to the study. This year, direct marketing is set to drive growth, rising by 2.1%; media spend is forecast to grow by just 1.1%.
