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Russia and China to win lion’s share of 2012 ad spend growth


By John Glenday, Reporter

February 6, 2012 | 2 min read

Market intelligence service Warc has released their prognosis for global ad spend in 2012 – and it makes happy reading for Russia, India and China.

These emerging markets are set to enjoy the lion’s share of 2012 growth with double digit expenditure growth of 16.5% and 11.5% respectively.

The list is likely to make less happy reading in the Eurozone however as convulsions on the continent feed through into ad spend, pushing the likes of Germany, France and Italy down to be amongst the worst performing markets in the world.

The UK is projected to be boosted by the Olympics and European football championships, to post growth of 4.2% this year.

Suzy Young, Data Editor, Warc, said: "With continuing debt worries affecting mature markets and knocking business and consumer sentiment, it is no surprise that 2012 adspend growth will come from emerging markets. Without the support from the presidential election and major sports tournaments, the outlook would have been even worse. But there are some bright spots in the data, with TV's performance looking particularly encouraging."

Top 5 states for 2012 ad spend growth

1. Russia +16.5%

2. India +14%

3. China +11.5%

4. Brazil +8.5%

5. Canada +5.1%

Bottom 5 states for 2012 ad-spend growth

1. Italy -0.2%

2. France +0.8%

3. Germany +1%

4. Japan +2.5%

5. Australia +3.5%


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