US Ad Spending Recovery Will Lag Behind World’s
Recent figures released by ZenithOptimedia show that 2009 will be worse than expected, and while a worldwide recovery will begin in 2010, the U.S. won’t see black again until 2011.
The company originally forecast a 6.9 percent decline in worldwide ad spending in April, but in a press release from the first week of July, ZenithOptimedia revised that expectation to an 8.5 percent drop.
In 2008, worldwide ad spending grew 1.3 percent, according to the company, while ad spending grew 6.8 percent in 2007.
In 2009, Latin America will be the only region that will see growth in ad spending, albeit minute, at 0.2 percent.
Asia-Pacific will see a 5.0 percent decline in ad spending, while Western Europe will realize a 9.2 percent drop and Africa, Middle East & Rest of World will see a 9.3 percent decrease in ad spending.
North America will experience a 10.3 percent decline in ad spending, with the U.S. expected to take a 10.6 percent hit in 2009.
Central and Eastern Europe is expected to see a 15.3 percent drop in ad spending.
In 2010, ZenithOptimedia expects worldwide ad spending to increase a modest 1.6 percent, with Africa, Middle East & Rest of World leading the way with an expected 16.0 percent boost, followed by Latin America, which is expected to see a 7.5 percent increase in spending.
Asia-Pacific is expected to experience a 4.7 percent increase in spending, while Central and Eastern Europe is expected to see a big turnaround with a 3.4 percent increase in ad spending. Western Europe is expected to see a 0.2 percent increase in spending.
North America will be the only region to see another year of decreased ad spending in 2010, according to ZenithOptimedia. The region will see a 2.4 percent drop in ad spending, with the U.S. expected to see a 2.7 percent decline.
In 2011, worldwide ad spending is expected to see a 4.3 percent increase, with the U.S. expected to see a 1.4 percent increase.
Worldwide ad spending is forecasted to reach $456.5 billion in 2009, $463.8 billion in 2010 and $483.8 billion in 2011, according to the company.
This figure was $499.1 billion in 2008.
TV will attract the lion’s share of worldwide ad spending, with $173.6 billion, or 38.6 percent of the total pie expected to go its way in 2009. Newspapers are second with $105.5 billion, or 23.4 percent of the worldwide share.
The Internet is third with $56.8 billion, or 12.6 percent of the total worldwide share expected to be spent there in 2009.
Magazines, radio, outdoor and cinema all follow, in that order.
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