According to Strategy Analytics, global advertising spending is expected to grow by nearly 5 percent this year, with online expected to grow even faster.
Global ad spending grew 3.8 percent in 2011, but is expected to grow by 4.9 percent in 2012 to $465.5 billion. In Europe, ad spending is expected to rise 3.7 percent this year to $136.3 billion. In the U.S. ad spending is expected to grow 2.7 percent to $152.1 billion.
The Olympics, the U.S. presidential elections and the European Football Championships are among the big world events that will drive a rosier ad landscape this year.
Strategy Analytics also notes that total ad spend will surpass $500 billion in 2014.
Global TV ad spending is expected to grow 5.0 percent this year to $188.5 billion, equivalent to 41 percent of all global ad spending. TV ad spending in Europe is expected to grow 3.4 percent, while TV ad spending in the U.S. is expected to grow 3.7 percent this year.
Global print advertising is expected to grow 0.5 percent in 2012 and account for 26.4 percent of all global ad spend. In Europe, print advertising will decline 0.1 percent. In the U.S., print advertising is expected to drop 1.5 percent.
Global online advertising spending is expected to grow 12.8 percent this year to $83.2 billion, accounting for 18 percent of global ad spending. In Europe, online is expected to grow 11.7 percent. In the U.S., online is expected to grow 6.7 percent.
Other traditional advertising (including cinema and radio) spending is expected to grow 4.1 percent globally, 2.4 percent in Europe and 2.9 percent in the U.S.
“Europe presents the sternest challenges to forecasting: structural macroeconomic issues based on unsustainable national and household fiscal deficits and the ever-present threat of a major shock in the form of a Eurozone default, means that the region is one defining incident away from all forecasting outlooks effectively being rendered irrelevant in a single stroke,” said Ed Barton, director of digital media strategies for Strategy Analytics.
In the U.S., TV is expected to claim 41.0 percent of ad spending, followed by print with 24.1 percent, online with 18.0 percent and other traditional with 16.8 percent.
On a global basis, TV is expected to receive 40.5 percent of ad spending, followed by print with 26.4 percent, online with 17.9 percent and other traditional with 15.2 percent.
In Europe, TV is expected to claim 34.5 percent of ad spending in 2012, followed by print with 31.1 percent, online with 20.4 percent and other traditional with 13.8 percent.
Source:
http://www.vision6.com.au/em/mail/view.php?id=1001422&a=37848&k=bae89e2
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