Research firm trims global ad spending forecast

AP News
Posted: Apr 11, 2011 11:32 AM
Research firm trims global ad spending forecast

ZenithOptimedia, a firm that tracks global advertising spending, is cutting its growth estimate for this year due to the turmoil in the Middle East and the earthquake in Japan.

Zenith, a forecaster owned by the ad agency Publicis Groupe SA, on Monday said it expects spending to grow by 4.2 percent in 2011, down from a 4.6 percent forecast issued in December.

Zenith notes that TV advertising disappeared in Egypt during the revolution there, and Japanese broadcasters replaced most spots with public-service announcements for weeks after the earthquake.

Much of the growth is coming from developing markets like China. For the U.S., Zenith projects a 2.5 percent increase in advertising.