Dentsu Inc.'s overseas subsidiary, CARA, announced its forecast for global advertising expenditure growth rates.
Carat, the media communications agency within the Dentsu Group, forecasts global advertising expenditure growth rates twice a year (March and September) based on data collected from 59 regions worldwide. It has now compiled the latest edition of its global advertising expenditure growth rate forecasts.
The chart below shows estimated values for 59 regions worldwide and major regions/countries, serving as one indicator for the direction of advertising markets globally.
*2013 represents the confirmed growth rate, 2014 shows the revised forecast growth rate announced last September, and 2015 is a new growth rate forecast.
*Surveys conducted in March 2013 and September 2013 covered 57 regions.
■Key Points
・Global advertising expenditure growth in 2013 exceeded the September 2013 forecast of a 3.0% year-on-year increase, achieving an actual 3.3% growth.
・The 2014 global advertising expenditure growth forecast has been revised upward from the 4.5% year-on-year increase projected in the September 2013 survey to 4.8%. This revision reflects the greater-than-expected contribution from major events such as the Winter Olympics and Paralympics in Sochi, Russia; the FIFA World Cup in Brazil; and the U.S. midterm elections. As a result, global advertising expenditure in 2014 is projected to reach US$551 billion. Particularly notable growth is expected in Latin America (12.8% increase) and the Asia-Pacific region (5.6% increase).
・Western Europe, which experienced negative growth in 2012 and 2013 (with the UK being the only exception showing positive growth), is projected to return to positive growth in 2014 (1.8% year-on-year increase). This trend is expected to continue into 2015 (2.1% year-on-year increase). North America is forecast to maintain stable growth (4.3% year-on-year increase).
・Driven by the effects of Abenomics and the decision to host the 2020 Olympic and Paralympic Games, Japan's advertising expenditure growth rate is forecast to increase by 1.7% year-on-year in both 2014 and 2015. Japan is expected to exceed the previous year's level for the fourth consecutive year.
・Global advertising expenditure in 2015 is projected to grow by 5.0% year-on-year, reflecting the positive global economic outlook.
(Note) Carat independently analyzes and estimates advertising expenditure growth rates for 59 regions based on information collected through its network spanning 82 countries. Advertising expenditure includes television, newspapers, magazines, radio, cinema advertising (cinema ads), outdoor/transportation advertising, and digital. Carat does not disclose actual or forecast advertising expenditure figures in news releases; this information is utilized as a service for individual clients.
Dentsu Inc. News Release
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