â¨Global advertising spending will reach the pre-recession high recorded in 2008 as growth in Asia Pacific offsets a softening of spend in Europe and the Americas. While the internet will be the fastest-growing medium, TV will remain the biggest category and contribute almost half of all new ad dollars in 2011.â¨
The latest research from the ZenithOptimedia group says that global ad spend will come in at US$471 billion (337 billion) this year, year on year growth of 4.1%. It notes that while the total will hit pre-recession levels in 2011, economic pressures, natural disasters and political disruption have all tempered ad-spend this year and more robust growth will return inÂ 2012 and 2013.
â¨ZenithOptimedia now forecasts 3.3% growth in ad spend in western Europe and 2.3% in North America. Central and eastern Europe and Latin America will grow by 9% and 6.7% respectively and Asia Pacific by a better than expected 5.9%. The only region expected to register a decline in ad revenues in the Middle East and North Africa, which will be down 12.1% year-on-year amid political turmoil in three of the largest ad markets: Bahrain, Egypt and Oman.â¨
TVÂs share of the global ad market continues to increase. It attracted 40.1% of all ad-spend in 2010 and that will increase to 41.4% by 2013, according to ZenithOptimedia. Next year TV ad spend will top US$200 billion for the first time and between 2010 and 2013, the cumulative amount spent globally on TV advertising will increase by US$35.4 billion, taking the total to US$215 billion.â¨
The internet is the fastest-growing category and will generate cumulative ad revenues of US$72.2 billion this year, rising to US$95 billion by 2013.