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Global ad spend to rise by 5.4% in 2014, Warc predicts

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By Ishbel Macleod, PR and social media consultant

April 10, 2013 | 2 min read

Warc has unveiled its latest International Ad Forecast, which suggests that global ad spend will increase by three per cent in 2013 based on current prices; however, this drops to 0.6 per cent when forecast inflation is taken into account.

The report also suggests that ad spend will rise by 5.4 per cent in 2014, although this too narrows when inflation is taken into account, standing at just 2.4 per cent.

The media covered by Warc’s forecasts are TV, newspapers, magazines, internet, outdoor, radio and cinema.

Suzy Young, data and journals director at Warc, said: "With few major political or sporting events this year, global advertising spend growth was always expected to be slower than in 2012. The eurozone debt crisis also continues to depress growth both among member countries and abroad.

“To offset this, global adspend will be reliant on a solid performance from the US and strong growth from emerging markets."

The Warc International Ad Forecast is updated four times a year and provides estimates for total advertising expenditure for Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, UK and US.

Russia is expected to record the biggest increase in adspend (+12.4 per cent) in 2013, followed by Brazil (+9.5 per cent), China (+9.0 per cent) and India (+7.9 per cent).

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