• DD-Square-Logo_resized
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda At-A-Glance
      • Exhibitor List/Floor Plan
      • Sponsor List
      • Hotel & Travel
      • Hosted Dealer Program
      • FAQ
      • Mobile App
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Resources
      • Exhibitor Tips
    • Education
      • Overview
      • Show Schedule
  • ABOUT
    • Conference Overview
    • Best Of Awards
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Contact Us
    • Get Updates
  • RESOURCES
    • Webinars
    • Downloads
  • NEWS
    • Auto Retail News
    • Digital Editions
    • Press Releases
    • Submit Editorial
    • Subscribe
  • .
  • ATTEND LAS VEGAS
    • Attendee
      • Registration & Pricing
      • Agenda At-A-Glance
      • Exhibitor List/Floor Plan
      • Sponsor List
      • Hotel & Travel
      • Hosted Dealer Program
      • FAQ
      • Mobile App
    • Exhibitor
      • Exhibit/Sponsor
      • Advertising Opportunities
      • Exhibitor Resources
      • Exhibitor Tips
    • Education
      • Overview
      • Show Schedule
  • RESOURCES
    • Webinars
    • Downloads
  • ABOUT
    • Conference Overview
    • Best Of Awards
    • Become a Speaker
    • Press Inquiries
    • Partnership Programs
    • Health & Safety
    • Get Updates
  • NEWS
    • AUTO RETAIL NEWS
    • PRESS RELEASES
    • DIGITAL EDITIIONS
    • SUBMIT EDITORIAL
    • SUBSCRIBE

Las Vegas: Oct 17-19, 2023

REGISTER NOW EXHIBIT / INQUIRE
Q

NEWS:

Sales & Marketing
January 3, 2013

eMarketer Cuts Forecast for Global Ad Spending Amid Economic Fears

Posts:
Sales & Marketing
January 3, 2013

eMarketer Cuts Forecast for Global Ad Spending Amid Economic Fears

Analysis of information from more than 500 data sets on global ad spending suggests slowdown, though some markets remain at healthy spending levels

NEW YORK — Global ad spending is growing slower than previously expected this year, according to a new forecast by eMarketer. And while the advertising industry is expected to continue growing spending at relatively healthy rates for the next several years, fears in many countries of continued or renewed economic slowdowns have caused advertisers to set spending levels slightly lower.

eMarketer estimates total media ad spending worldwide rose 5.4% this year to just under $519 billion—an uptick in the growth rate since 2011’s increase of 3.6%. Ad spending will continue to climb at a similar pace throughout eMarketer’s forecast period, which extends through 2016. By that year, eMarketer forecasts, worldwide ad spending will top $628 billion.

In May, eMarketer forecast total ad spending worldwide would grow 6.8%—more than a percentage point higher than the revised estimate—to $538 billion this year.

eMarketer is relatively distinct in its methodology for global ad spending. The company forms its forecasts analysis of various elements related to ad spending—including macro-level economic conditions, historical trends of the advertising market, estimates from other research firms, investment banks and other forecasters, and consumer media consumption trends—at a country and regional level before building its worldwide model.

In this case, eMarketer analyzed more than 500 data sets from over four dozen companies that track ad spending, looking at more than 29 countries and six major regions worldwide, to form its forecast.

The downward revision comes as a relative consensus among many major media buyers, research firms, and investment banks—whose ad spending estimates are each tracked and evaluated by eMarketer based on their respective methodologies, definitions and historical accuracy—suggests that spending levels in several major global ad markets have come in lower than previously thought.

Taking a bottom-up approach to evaluating the global ad spending market

eMarketer evaluated comparative data from many sources in each major global ad market before creating its figures for the global market. There are several major ad markets, including Brazil, China, Canada, Japan, the United States and the United Kingdom, that help buoy worldwide growth despite declines and flat spending in others.

eMarketer estimates the fastest growth during the forecast period will come from Latin America, where ad spending is up 11% this year to $34.66 billion. By 2016, ad spending in Latin America will reach $51.33 billion. Asia-Pacific, Eastern Europe and the Middle East and Africa will also enjoy higher-than-average growth rates, while growth in North America and Western Europe will be significantly slower. This year, Western Europe has struggled to grow ad spending at all, with several major countries posting spending declines.

In the US, the world’s biggest ad market by far, spending is estimated to be up 4.9% this year to $166 billion. That level of growth will moderate over the next several years, eMarketer predicts, and 2016 spending levels will near $190 billion.

By eMarketer’s analysis, most research firms have predicted slower ad spending growth in the US, though absolute dollar levels vary. While eMarketer’s growth projection is relatively bullish, our forecast of absolute spending levels is comparatively conservative.

The No. 2 country in the world in terms of ad spending is Japan, though it’s set to be replaced by China in 2014. eMarketer estimates spending is up 3% this year, in line with most research firms other than PricewaterhouseCoopers, which predicts significantly higher growth of nearly 10%. Estimates of absolute spending levels fall within about 10% of each other, with eMarketer’s figure of $47.3 billion at the low end of the range.

China, the third-largest ad market in the world, is growing ad spending much more quickly than mature markets like the US or Japan. eMarketer estimates ad spending in the country is up 13% this year, slightly higher than Warc’s November 2012 projection of 11.5% growth. Research firms that predicted significantly higher growth rates tended to make those forecasts earlier in 2012, when overall economic prognostications for China were more favorable. Still, eMarketer predicts double-digit growth rates through the rest of the forecast period in this massive country will help boost Asia-Pacific—and worldwide—growth rates.

The biggest ad spender in Europe, and the fourth-largest in the world, Germany will post near-flat growth of 1.5% this year, with spending reaching $27.7 billion. Some researchers have even forecast a decline in ad spending in Germany, but forecasts made in Q4 of this year expect growth of around 1% or just above. eMarketer expects this sluggish growth to continue in Germany throughout the forecast period.

Ad spending growth in the UK is somewhat better, and closer in line with US rates. eMarketer estimates spending reached $24 billion this year, somewhat higher than other firms’ predictions. ZenithOptimedia, which has the most recent estimate of ad spending in the country and comes in significantly lower than eMarketer, does not include directories spending in its figures.

About eMarketer

eMarketer is the authority on digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. By weighing and analyzing information from different sources, eMarketer provides businesspeople, marketers and advertisers with the most complete view of digital marketing available.
www.eMarketer.com

Sales & Marketing

SHARE

Share on Email
Share on Linkedin
Share on Facebook
Share on Pinterest
Share on Twitter
← Previous Article Next Article →
Posts Industry Press Releases

Mopar and Petra Automotive Products Partner to Launch New Maintenance Products to Dealers Across North America

Petra Automotive Products, the fastest growing premium automotive products manufacturer in the world, is proud to announce 11 of their best-in-class products will be launched under the Mopar® brand for Chrysler, Dodge, Jeep®, Ram and FIAT® dealers
Posts Industry Press Releases

Dealer Alchemist: An Inc. 5000 Honoree for the Second Consecutive Year

Announcement from Dealer Alchemist Dealer Alchemist, a digital advertising agency specializing in the automotive industry, is proud to announce its recognition as an Inc. 5000 Honoree for the second year in a row. With an impressive ranking of No. 10
Posts Industry Press Releases

Mopar and Petra Automotive Products Partner to Launch New Maintenance Products to Dealers Across North America

Petra Automotive Products, the fastest growing premium automotive products manufacturer in the world, is proud to announce 11 of their best-in-class products will be launched under the Mopar® brand for Chrysler, Dodge, Jeep®, Ram and FIAT® dealers
Posts Industry Press Releases

Fleming Ford Joins NCM Associates to Launch Advanced Leadership Development and Executive Coaching Programs

Announcement from NCM Associates NCM Associates is thrilled to announce that Fleming Ford will be joining the organization as the Director of Talent Solutions. In this role, Fleming will take the lead in designing and implementing leadership developm
Posts Industry Press Releases

Ben Chodor Assumes Role of CEO at CallRevu, a Serent Portfolio Company

Announcement from CallRevu Experienced Tech Leader to Steer CallRevu’s Growth and Innovation CallRevu, a premier automotive communication solutions provider and a portfolio company of Serent Capital, is pleased to announce the appointment of Ben Ch
Posts Marketing & AdvertisingTrending Industry News

5 Videos Every Auto Salesperson Needs to Make

In today’s digital age, videos have become an indispensable tool for salespeople to connect with prospects and enhance their sales efforts. From personalized introductions to engaging demonstrations, leveraging the right types of videos can sig
Posts Marketing & AdvertisingTrending Industry News

From Bland to Brand: Leveraging Video Content to Catalyze Customer Connections and Drive Profit Center Growth

In the dynamic landscape of the automotive industry, where competition is fierce and consumer expectations are ever-evolving, the power of effective communication cannot be underestimated. As the digital era continues to reshape the way businesses en
Posts Dealer Ops & LeadershipTrending Industry News

What’s Needed to Truly Establish a Digital Presence for Used Auto Dealers, Lenders and OEMs

The auto industry has been laser-focused on digitizing the retail shopping experience for several years, especially since the pandemic in 2020. However, the right digital retail strategy for today’s used dealer goes beyond up leveling a dealer’s

NEWSLETTER

SUBSCRIBE

DEALER MAGAZINE

Dealer Magazine March/April 2023 Issue Featuring an Interview with NADA 2023 Chairman
MAGAZINE
Digital Dealer Logo White
FOLLOW US ON
  • Follow
  • Follow
  • Follow
  • Follow
  • Follow
© 2023 Emerald X, LLC. All Rights Reserved.
ABOUT    CAREERS    AUTHORIZED SERVICE PROVIDERS   DO NOT SELL MY PERSONAL INFORMATION   TERMS OF USE   PRIVACY POLICY