The Week: Advertising news - Adland will beat downturn

The advertising market is likely to be insulated from the prospect of an economic downturn, according to a forecast from ZenithOptimedia.

The media network predicted that global ad expenditure would rise by 6.7 per cent in 2008, up from 5.3 per cent this year, boosted by the Beijing Olympic Games, US Presidential elections and the Uefa Euro 2008 football tournament. The report added that the ad market would be more resistant to economic conditions than it was during the past two downturns because, unlike the periods leading up to those, advertisers haven't increased their budgets faster than is warranted by economic growth.