Global ad spend to see green shoots of recovery in 2010
ZenithOptimedia and Group M have revised their forecasts for global ad spend in 2010, signalling that the new year will bring slight growth.
The Publicis Groupe-owned ZenithOptimedia raised its outlook for 2010 for the first time in 18 months, predicting that global ad spend would rise by 0.9 per cent to nearly US$448bn. This is up from its previous forecast of 0.5% growth.
Similarly, WPP’s Group M is predicting an increase of 0.8 per cent, which is in contrast to the 1.4% decline it had predicted back in June. It also expects global ad revenue to return to growth of between 6 to 7 per cent from 2011 to 2014.
Meanwhile, Interpublic’s Magna has forecasted a much more bullish 5.9 per cent growth for next year.
But 2009 is still expected to end in negative territory, with ZenithOptimedia now forecasting a 10.2 per cent fall, higher than the 9.9 per cent it had earlier predicted; while Group M is predicting a 6.6 per cent fall.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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