The latest global adspend forecast from ZenithOptimedia has revised the firm's 2009 prediction from -6.9% to -8.5%. The firm's downgraded figures follow lower than expected results for Q1. Not all markets are in decline, with 25 of the 79 analysed still showing growth. Overall ZenithOptimedia expects mild recovery in 2010, though neither North America nor [...]

The latest global adspend forecast from ZenithOptimedia has revised the firm's 2009 prediction from -6.9% to -8.5%. The firm's downgraded figures follow lower than expected results for Q1. Not all markets are in decline, with 25 of the 79 analysed still showing growth. Overall ZenithOptimedia expects mild recovery in 2010, though neither North America nor Western Europe are expected to return to growth until 2011.
Online advertising remains the only sector expected to grow in 2009. The firm anticipates online advertising will increase 10.1% during 2009 (to $56,797m or £34,443m) reaching 15.1% of global adspend by 2011 (from 10.5% in 2008). Newspapers however will continue to decline, falling to 22.7% below their 2007 peak, by 2011.
ZenithOptimedia also expects 2009 to be the year China overtakes the UK as the world's fourth largest ad market, on the back of 5.4% growth. In contrast the firm estimates total advertising spend in the UK will drop by 10.5% during 2009, with a further fall of 1.4% in 2010 before the market recovers in 2011.
ZenithOptimedia: http://www.zenithoptimedia.com, 06/07/2009


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