Zenith Downgrades Advertising Forecasts For Global Markets
Zenith has once again downgraded its global advertising forecast, including its expectations for the US market, where it predicts the first decline since 1991 will occur. Zenith has cut its forecast for US advertising growth from the 4.6% it stated in December 2000 to 2.4%. With the rate of inflation expected to be 2.5%, this would represent a decline in real terms.
The decision on a reduced forecast has occurred in the light of the current advertising slowdown. The forecast for the UK has been dropped from 4.3% to 3.6%, or 1.3% growth in real terms, while the global market is now expected to see 4.8% growth rather than the previously predicted 6.0%.
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