Carat says adspend will drop further

LONDON - UK adspend will drop 11.7 per cent for this year, while global spend will fall 9.8 per cent, according to new forecasts published by Carat.

Buhlmann…'revisions represent cautious attitude to adspend'
Buhlmann…'revisions represent cautious attitude to adspend'

The Aegis agency has significantly revised its March forecasts, which predicted a 7.1 per cent drop for the UK and a 5.8 per cent fall globally.

A return to growth is forecast for 2010, with a 1 per cent global rise and a 1.4 per cent increase predicted for the UK, a slight downward revision on the 2 per cent rise Carat predicted in March.

A fourth-quarter recovery in the UK ad market is unlikely, with drops predicted across all media with the exception of digital and outdoor. Newspapers and magazines have been hit hardest this year, according to Carat, with a 20.3 per cent and a 16.3 per cent fall respectively.

Falls in spend are expected in France (down 7.1 per cent), Germany (down 7 per cent) and Italy (down 12.4 per cent). The US ad market will see a drop of 16.3 per cent and the forecast for 2010 predicts a further drop of 2.6 per cent.

China is the only market expected to grow this year, with a rise of 6.9 per cent, up on the forecast of 4.6 per cent.

Jerry Buhlmann, the chief executive of Aegis Media, said: "These significant revisions are not unexpected in the context of the recent volatility of the market and represent a cautious attitude toward adspend this year."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).