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Global TV ad market growth expected to slow this year

Growth in the global TV advertising market will be significantly slower this year than last, which saw a boost from the London Olympics and the US presidential election, according to the latest report by Informa Telecoms & Media.

Informa is predicting 1.9% growth this year, down from 4.6% in 2012.

The impact of a slowdown in the US market will be a significant contributing factor, while Europe is also expected to drag the 2013 figure down, with the TV ad market in Spain expected, France and Poland all dropping significantly. The Egyptian TV advertising market is expected to fall by a massive 25% amidst the current wave of political turmoil.

The big growth markets this year will be Argentina, Indonesia, Venezuela and Morocco. The BRIC countries are also expected to post significant growth.

According to Informa, net TV advertising revenues have now undergone three straight years of growth after the fall of 2009 to reach US$158.9 billion (€120 billion) last year.

Informa expects the global TV ad market to pass US$200 billion by 2018. North America will remain the biggest single region but its share will slip slightly, while Latin America will be the big growth region, boosted by the Brazil World Cup in 2014 and the Olympics in 2016.

Tags: Advertising