The Voice of Online Marketing | MEDIA KIT | NEWS TIPS
The latest practical news and developments at the intersection of search, email,
social media, mobile marketing, web analytics, online advertising, ecommerce and more.
Marketing News on Twitter Interactive marketing RSS newsfeed
Advertisement
Advertisement
MARKETING JOBS

Carat Projects US Ad Spend to Tumble 9.8% in ‘09

Carat revised its global advertising spend predictions downward. The Aegis media buying agency network is now saying that global ad spending will slip 5.8%, down from its previous prediction of 4.8% growth (forecast last August).

Ad spend in the U.S. will be down a dismal 9.8%, from a previously forecast 3.1% rise, according to Carat (via MediaBuyerPlanner).The UK will be down more than 7%, while Western Europe as a whole will be down 6.6% (Germany-2.2%, France -5%, Italy -6.5%, Spain -16.5%).

Central and Eastern Europe will be down 8.2% for the year, compared to Carat’s previous forecast of 15.2% growth.

China will remain the biggest ad growth market, with spending expected to be up 4.6% this year, down from 11% previously forecast.

Carat predicts that there will be a small return to growth, of 0.7%, in 2010, according to Reuters.

In December, ZenithOptimedia cut its forecast for 2009, predicting US ad spend overall would fall 6.2%. That was down significantly from its previous revision, in October, when the group projected 0.7% growth for the year.

While ad spend in 2009 will likely suffer, Zenith believes a recovery will begin in the second half of the year, with mild year-on-year growth compared to the difficult second half of 2008.

A mid-term forecast from private-equity firm Veronis Suhler Stevenson predicted that overall media and communications spending will drop by 0.4% in 2009, but will still continue to outpace US economic growth.

Search

Related Topics

Advertisement
Related stories:

Subscribe to MarketingVOX|News

Latest interactive marketing news Latest media planning news & facts Latest marketing data & research