Zenith adspend prediction shows slowdown in Europe

Growth in advertising spend in Europe is expected to drop to 7.8 per cent this year in the wake of increased spending in the US market, according to forecasts by Zenith Media.

Growth in advertising spend in Europe is expected to drop to 7.8

per cent this year in the wake of increased spending in the US market,

according to forecasts by Zenith Media.



Zenith estimates growth in European adspend will drop to 6.3 per cent by

2002 when total spend will be dollars 98,649 million, compared with

dollars 86,984 million in 2000.



Adspend growth had accelerated to 8.5 per cent in 1999 when a total of

dollars 80,705 million was spent on media including TV, press, radio,

cinema and outdoor.



This contrasts with US expansion, which Zenith attributes to ’towering

consumer confidence’, where adspend showed its highest growth since 1988

to 8 per cent in 1999. Zenith predicts further growth of 8.1 per cent in

2000, and 6.0 per cent in 2001.



TV is the main driver of adspend growth. But radio is the other

fast-growing medium in Europe, benefiting from better research and

selling.



Although the UK has had a good early 2000 and should boast 7 per cent

growth this year, Zenith warns it is likely to slow to 4 per cent by

2002.



Adam Smith, the head of knowledge management at Zenith, said: ’While the

fastest growers are likely to slow down through to 2002, the laggards

should speed up.’



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