US expected to drive global ad spend growth
The latest industry snapshot compiled by marketing intelligence specialists Warc has found that the United States will help lift global advertising spend by 4.8% (2.1% once inflation is accounted for) in 2012.
Across the pond growth in US ad spend is predicted to hit 4.1% thanks in large part to political campaigning and the Olympic Games.
So called BRIC nations are expected to record the strongest growth in 2012
With China predicted to increase expenditure by +15.5%, followed by Russia (+14.0%), India (+9.3%) and Brazil (+8.9%).
Once inflation is taken into account these figures are expected to drop dramatically however with China at (11.3%), Russia (8.2%), Brazil (3.4%) and India (1.1%).
Suzy Young, Data Editor Warc, said: "The outlook for advertising spend is fairly positive, considering the economic turmoil in the eurozone and fears that the BRIC economies are stalling. Quadrennial factors are currently providing the lift for 2012 but should the global economy experience another shock, advertising spend may plummet."
Advertising spend is expected to grow slightly in 2013 to 5.2%, equivalent to 2.5% after inflation.