WARC cuts global adspend estimates but Australia expected to record 2.8% growth

Global advertising publisher Warc has revised its global adspend growth projections for 2015 down from 5.1 per cent to 3.8 per cent.

Australia’s ad spend projection however has been revised upwards by 0.1 per cent to 2.8 per cent growth this year.

Consensus Forecast September 2015All media, with the exceptions of newspapers and magazines, are predicted to record year-on-year growth in 2015, with internet expected to see the greatest adspend rise, up 17.1 per cent after a +1.1 per cent revision. TV growth has been revised down by 1.8 per cent, with global TV ad revenue now forecast to rise just 0.8 per cent this year following weaker results in the US and China.

James McDonald, research analyst at Warc, said: “The latest consensus results demonstrate just how quickly economic tides can turn, especially among emerging markets. Yet despite the more challenging conditions, adspend growth is still widely anticipated this year and next, a fact which demonstrates the robust nature of the advertising industry at large.”

Earlier this week, Australia’s second biggest media agency group Carat released its global ad spend report which showed 2.4 per cent growth this year and 2.8 per cent growth in 2016. 

Warc’s Consensus Ad Forecast is based on a weighted average of adspend predictions at current prices from ad agencies, media monitoring companies, analysts, Warc’s own team and other industry bodies.

Current contributors include Carat, eMarketer, GroupM, Magna Global, Nikkei Advertising Research Institute (NARI), Pitch-Maddison, Pivotal Research Group and ZenithOptimedia.

Nic Christensen 


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