Global adspend set to increase

Global advertising expenditure will continue to grow in real terms to the year 2000, although advertising’s share of total economic output is forecast to decline gradually, according to Zenith Media’s bi-annual advertising expenditure estimate.

Global advertising expenditure will continue to grow in real terms

to the year 2000, although advertising’s share of total economic output

is forecast to decline gradually, according to Zenith Media’s bi-annual

advertising expenditure estimate.



By 2000, global adspend will stand at dollars 357.5 billion, up from

just under dollars 299 billion this year.



Europe’s share of expenditure will fall from 28.2 per cent in 1997 to

27.3 per cent in 2000. The US will also experience a decline from 37.4

per cent in 1997 to just under 36 per cent in three years’ time. Higher

inflation rates in Europe mean real growth will be slower than in the

US.



The financial crisis that hit Southern Asia earlier this year will delay

the region’s race to catch up with Europe. Zenith predicts that although

Asia is set to remain the fastest growing advertising region, it will

still account for only a quarter of global advertising by 2000, as

opposed to original predictions of 27 per cent.



Zenith predicts cable TV will witness a double-digit percentage

growth.



TV will be the only sector to increase its share of adspend - by just

under two percentage points to 40.8 per cent globally and from just

under 32 per cent to 35 per cent in Europe in 2000. Radio, cinema and

outdoor advertising’s share of adspend will remain static while adspend

in print will decline.



John Perriss, chairman of Zenith Media Worldwide, said: ’Advertising

remains a vibrant industry with real growth prospects.’



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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).