Montag, Dezember 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