ZenithOptimedia Forecasts 3.9% Global Ad-Spending Jump
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Publicis Groupe’s ZenithOptimedia predicts global advertising expenditures will grow 3.9% in 2013, reaching $518 billion by the end of the year. That’s down slightly from the 4.1% the agency forecast in December, but “mainly because 2012 turned out better than we expected, leaving tougher comparatives for 2013,” according to the report.
ZenithOptimedia’s forecast shows an upward trend for ad investments in the Middle East and North Africaa first for the region since the Arab Spring in 2011. It also calls for spending surges in rising markets like Latin America.
Although the group is hopeful that the eurozone will start to pull out of recession toward the end of the year, which could strengthen the global ad market, it expects that ad-spending growth will remain behind GDP growth. Its forecasts for 2014 and 2015 are unchanged at 5.0% and 5.6%.
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