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TV to drive ad spend in 2012

The majority of ad markets will see revenues rise this year, according to market research company Warc’s latest International Advertising Forecast, with TV expected to drive much of the growth.

Warc said ad spend rose by an estimated 3.6% in 2011, and should grow by a further 4.5% this year. The BRIC markets are expected to grow most rapidly, with ad revenues in Russia up 16.5%, India up by 14%, China rising by 11.5% and Brazil up 8.5%.

The news is less positive for Europe, where Italy’s ad market is expected to contract by 0.8%, while France and Germany are likely to see just 1% growth.

The UK, buoyed by the Olympic Games in London, should see ad spend up 4.2%.

“Without the support from the presidential election and major sports tournaments, the outlook would have been even worse. But there are some bright spots with the data, with TV’s performance looking particularly encouraging,” said Suzy Young, Warc’s data editor.