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Advertising Expenditure Forecasts June 2014

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ZenithOptimedia predicts global ad expenditure will grow 5.4% in 2014, reaching US$524 billion by year-end 2014. The World Cup will help the global ad market grow 5.4% in 2014, up from 3.9% in 2013. Growth will continue to improve over the next two years, reaching 5.7% in 2015 and 6.1% in 2016, driven by continued economic recovery, including, at last, the Eurozone.

According to their latest Advertising Expenditure Forecasts, the FIFA World Cup will boost global adspend by an estimated US$1.5bn this year. The event will deliver large television audiences and high interest in news media and sport websites, at a time of year when– in the northern hemisphere at least – people normally spend less time consuming media, particularly in the northern hemisphere. ZenithOptimedia expects TV to benefit the most, but World Cup advertisers will spend more of their budgets on internet advertising, with advertisers more active on social media than during any previous sporting event.

Of course, the World Cup will have the biggest impact in Latin America, where the matches will be ideally timed for Latin American viewers, adding as US$500m to the Latin American ad market this year. Despite the lower levels of interest in football in North America, they expect the Cup to add an extra US$300m to the region. ZenithOptimedia also forecasts that an extra US$300m will flow to Western Europe, where time differences are still quite good. The disadvantageous time differences in Asia Pacific, however, will see a lower level of additional spend in the region: US$250m. They expect the remaining US$150m to come from Central & Eastern Europe, the Middle East and North Africa, and the rest of the world. 

(Please see our "Also See" section to the right for the full PDF of this article.)

Source

"Advertising Expenditure Forecasts June 2014." The Internationalist. Number 69, 2014.

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