Global ad spend downgraded

AD SPEND   GROUPM   MAGNAGLOBAL

Global - Given the imminent economic slowdown, MagnaGlobal and GroupM have both revised the projected global ad spend for 2012, bringing it down by a few notches.

MagnaGlobal has revised the 2012 global ad spend growth to 5% (down -1.5%) to US$449 billion. It has also revised the 2011 global ad spend estimate down to 4.7%  (-0.5%), totaling US$427 billion.

The biggest growth markets in 2012, according to MagnaGlobal, will be Argentina (26.4%), Ukraine (21.0%), China (16.1%), Indonesia (16.0%), India (13.5%), Brazil (12.0%), and Russia (9.6%).

In terms of media market share, Internet is expected to grow by 11.2% and outrank newspapers to become the second biggest media category globally, accounting for close to 20% of global advertising dollars worth US$87.4 billion.

TV will grow by 6.7% globally to US$187 billion while newspaper and magazine revenues will shrink by an average 1% and 1.3% respectively.

In another forecast, GroupM predicted that global ad spending in 2012 would reach $522 billion, a 6.4% increase over 2011. The figure is down from an earlier worldwide forecast of a 6.8% increase, made in July. 

Measured digital media investment is predicted to provide 43% of global dollar growth in 2012, with global digital ad spend expected to reach US$84.7 billion in 2011, a 16% increase over 2010, the GroupM study said. 

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