Australian ad market forecast downgraded, 1.5% growth expected next year

Source: Zenith Optimedia Adspend Forecasts

Australia’s advertising market continues to be uncertain, with a weak Christmas retail period likely, according to a report from a media agency for the month of December.

Zenith Optimedia has downgraded its ad spend forecast, with just 0.1% growth predicted for the full year 2012.

“Despite what would be considered a relatively healthy economy in comparison to global markets, this does not necessarily translate into a good performance in the ad market,” the report reads. “The economic picture is bolstered by the resource sector, and that is not a big advertiser.”