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|Forecasters Cut Adspend Growth Figures|
|Tuesday, 07 August 2012 10:18|
Industry predictions for 2012 global adspend growth have fallen by almost a full percentage point since April, according to the latest Consensus Ad Forecast from Warc, the marketing intelligence service.
The figures are in local currency at current prices before adjusting for inflation, and are based on Warc’s weighted average of predictions from media forecasters, monitoring groups, Warc’s in-house team and other industry bodies.
Since April, growth expectations have been trimmed in 11 of the 13 markets covered by the quarterly Consensus Forecast, with Italy, Spain and India witnessing the biggest reductions.
In contrast, China and Russia are predicted to record the biggest increases in adspend in 2012, with growth of 14.7% and 12.0% respectively. Similar levels of growth should be maintained for both markets next year.
Of the main media, spend on the internet is expected to increase 14.8% in 2012, an increase of 0.6pp since our April forecast. All other media have had expectations scaled back in recent months, but cinema (+4.7%) and TV (+4.6%) are both predicted to grow above trend.