Global ad recovery strengthens as US returns to slow growth.
SUMMARY
- The advertising recovery continues to strengthen: ZenithOptimedia upgrades its forecast for global ad growth this year from 2.2% to 3.5%.
- We now expect all regions to manage at least some growth this year after a stronger-than-expected first half, particularly in the US and Western Europe.
- Still a stark contrast between the slow-growing developed world and fast-paced developing markets.
- Global growth should rise steadily over the next three years, with 4.5% growth in 2011 and 5.3% in 2012.
- The healthy third year after the downturn repeats the pattern of the last two recessions, though with lower growth this time.
- Very rapid growth in internet mobile and social media will help drive the internet’s share of ad expenditure from 12.7% in 2009 to 17.1% in 2012, narrowing the gap between the internet and newspapers to just two percentage points.
