Monday, December 08, 2008

World Ad Spend 2008 - 2011 according to ZenithOptimedia

As the whole world reported already what Michael Bohn (ZenithOptimedia) had to say about the new forcecast for world ad spending, I wanted to keep quiet and wait for the next adjustment.

Only six month ago, in June 2008 ZenithOptimedia forecasted
- world adspending growth for 2008 with 6,6 %, than in October with 4,3 % and now in December with 1,3 %
- world adspending growth for 2009 in June with 6,0 %, in October with 4,3 % and now in December with minus 0,2 %

from what we see, with 2 - 3 more adjustment during 2009, it will be global more likely around minus 6 % and in US about minus 12 %. But, don't bet on it, we do not make money with prediction, but with helping steering successful through difficult times ... (of any lengths)

• ZenithOptimedia forecasts world adspend will decline 0.2% in 2009
• North America and Western Europe to decline by 5.7% and 1.0% respectively
• Asia Pacific and Central & Eastern Europe still expected to grow, but at a slower rate than previously forecast
• Growth remains healthy in Latin America and the rest of the world
• Developing markets forecast to contribute 89% of ad expenditure growth between 2008 and 2011, and increase their share of the global ad market from 30% to 36%
• Internet advertising still expected to grow 18% in 2009
• We expect the internet to account for 15.6% of global ad expenditure by 2011
• Advertisers return to the familiarity and brand-building power of television, giving it a record market share of 38.5% in 2010 and 2011

Report 8-Dec-2008 (PDF)
Report 7-Oct-2008 (PDF)

Just for the records, here breakdown of growth by regions (8-Dec-2008)

Major media (newspapers, magazines, television, radio, cinema, outdoor, internet) Year-on-year change (%)



Und da Holger Schmidt heute vormittag als Erster (jedenfalls auf meinem Radar) über den ZenithOptimedia Forecast berichtete hier sein Beitrag Die Zeiten des rasanten Werbewachstums im Web sind vorbei auf FAZ.net

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