Quadrennial events to help ad market grow in 2012 despite economic troubles.
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Summary
- Global ad expenditure forecast to grow 4.7% in 2012, up from 3.5% in 2011
- Quadrennial events and Japanese recovery to add US$7 billion (1.6 percentage points) to global growth
- Advertisers in much stronger position to invest in marketing than at the start of the last downturn
- Advertisers to invest cash reserves to win market share and stimulate consumer demand
- Ten developing markets to deliver half of global adspend growth between 2011 and 2014
- Developing markets to increase their share of the global ad market from 32.3% to 35.9% over the next three years
- Internet’s share of expenditure to rise from 15.9% in 2011 to 21.2% in 2014, exceeding 30% in four markets
