Zenith Ad Expenditure Forecasts

The British advertising market will suffer its third year of decline in 1993, according to Zenith’s latest advertising expenditure forecasts.

There will be a 2% fall in advertising in 1993, 6.5% up on last year’s figure, but it shows that the market is still low. The report forecasts that there will be real growth of 0.3%. This is being accredited to low inflation, not to a rise in the economy. Research shows that there will not be much of an upturn in the market until late 1994 or early 1995.