GLOBAL – A mid-year surge in advertising has prompted ZenithOptimedia to upgrade its forecast for global ad growth, across all regions, from 3.5 per cent to 4.8 per cent this year. Double-digit growth is anticipated for most of Asia-Pacific.
The report, released quarterly, says most of Asia "is growing healthily” and in eight markets (China, India, Indonesia, Malaysia, Pakistan, the Philippines, Thailand and Vietnam) growth is in double digits.
Japan is now forecast to shrink by 0.3 per cent this year; the only other market shrinking in Asia-Pacific is New Zealand, at an expected 0.4 per cent.
“Over the next few years we expect slow improvement in Japan, together with continued strong growth from the rest of the region, generating 6.3 per cent growth for Asia-Pacific in 2010, followed by 6.4 per cent in 2011 and 7.4 per cent in 2012,” says a ZenithOptimedia statement.
Advertising has shrunk as a proportion of world GDP from 0.88 per cent in 2007 to 0.75 per cent in 2010.
“We do not expect this proportion to rise while debt, unemployment and austerity threaten the recovery.”
Forecasts for 2011 have increased from 4.5 per cent to 4.6 per cent but this now represents a mild slowdown from the unexpectedly strong results in 2010.
However, 2012 will be the strongest year of the upturn so far with 5.4 per cent growth. Growth rates of over 6 per cent are in prospect once advertisers regain confidence in the economy.
ZenithOptimedia says television and the internet did well in the downturn and will continue to win market share during the recovery.
“We predict television’s share to rise from 39.2 per cent in 2009 to 41.6 per cent in 2012, and the internet’s share to rise from 12.8 per cent to 16.5 per cent over the same period.”
(Campaign 18 Oct 2010
Japan is now forecast to shrink by 0.3 per cent this year; the only other market shrinking in Asia-Pacific is New Zealand, at an expected 0.4 per cent.
“Over the next few years we expect slow improvement in Japan, together with continued strong growth from the rest of the region, generating 6.3 per cent growth for Asia-Pacific in 2010, followed by 6.4 per cent in 2011 and 7.4 per cent in 2012,” says a ZenithOptimedia statement.
Advertising has shrunk as a proportion of world GDP from 0.88 per cent in 2007 to 0.75 per cent in 2010.
“We do not expect this proportion to rise while debt, unemployment and austerity threaten the recovery.”
Forecasts for 2011 have increased from 4.5 per cent to 4.6 per cent but this now represents a mild slowdown from the unexpectedly strong results in 2010.
However, 2012 will be the strongest year of the upturn so far with 5.4 per cent growth. Growth rates of over 6 per cent are in prospect once advertisers regain confidence in the economy.
ZenithOptimedia says television and the internet did well in the downturn and will continue to win market share during the recovery.
“We predict television’s share to rise from 39.2 per cent in 2009 to 41.6 per cent in 2012, and the internet’s share to rise from 12.8 per cent to 16.5 per cent over the same period.”
(Campaign 18 Oct 2010
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