Global advertising to grow 4.6% in 2013, Brazil will overtake UK as fifth largest ad market

ZenithOptimedia has released its updated 2013  advertising expenditure forecasts. Here is a brief summary with the most important details:

  • Global ad expenditure growth forecast to rise from 3.8% in 2012 to 4.6% in 2013 and 5.2% in 2014
  • Emerging markets will grow 8% in 2013.
  • Latin America will end the year with a growth of 7.7%, which will rise to 10.1% in 2013 and then to 8.7% in 2014.
  • Internet advertising will grow 15% in 2013.
  • Eurozone will return to slow growth in 2013, after a decline of ad expenditure in 2012.
  • The US will contribute 29% of adspend growth between 2011 and 2014, emerging markets will contribute 59%.
  • European football championship, Olympics and US elections will help TV get a record 40.4% of global adspend in 2012.
  • Digital media, particularly internet ads, are supplying most of the growth in spend my medium. Internet advertising will grow 15.1% in 2013, traditional media only 2.3%.
  • June’s forecast for global growth in 2012 has been reduced from 4.3% to 3.8%.
  • Eurozone in problems. Spain in third last place with -12.2%, after Greece (-33.2%) and Portugal (-13%)
  • Brazil will be the third contributor to adspend growth by 2014 and will overtake UK to become the fifth largest ad market by 2013.
  • Global adspend in newspapers and magazines will show decreases in share of total advertising. In newspapers, share will decrease  from 18.9% in 2012 to 16.8% by 2014. Magazine ad share will decrease from 8.8% in 2012 to 7.9% by 2014.

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Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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