LONDON – The latest Consensus Ad Forecast from marketing intelligence service Warc indicates that global advertising expenditure will increase by 5.8 percent in 2014.
A rise in expenditure of 5.0 percent is also expected in 2015.
Warc’s Consensus Ad Forecast is based on a weighted average of adspend predictions at
current prices from ad agencies, media monitoring companies, analysts, Warc’s own team and other industry bodies.
Of the 13 markets covered in the report, 12 are forecast net growth in adspend in 2014.
The rate of growth has been revised upwards for seven countries since Warc’s previous forecast in January 2014, with Brazil demonstrating the greatest single rise (up 2.4pp). Forecasts for four countries have been cut.
Warc noted that total global adspend has also seen a 0.6pp rise in expectations from the last report.
Italy is predicted to be the only country in which adspend will contract in 2014 – by 0.4 percent.
Adspend in Russia, previously expected to record double digit growth in 2014, is now
predicted to rise 9.0 percent after a 1.7pp downgrade.
BRIC countries will be the strongest performers, with Brazil, India and China expected to see all-media growth of 12.8 percent, 11.3 percent and 11.1 percent respectively. All media, barring newspapers and magazines, are predicted to record year-on-year growth in 2014, with internet up the most, on 16.4 percent. Internet is the only channel for which forecasts have upgraded since the previous forecast.
Suzy Young, Warc Data and Journals director, said: “After Brazil, the UK and the US have both seen total adspend upgrades since January, making them the best-performing markets outside the BRICs. By contrast, the established markets in Western Europe continue to struggle, although most should see growth in 2014.”
