Zenith Optimedia Global Ad Expenditure Forecast

ADSPENDS FORECASTS

Décembre 2011

PAID, OWNED AND EARNED – EVERYTHING IS NOW LINKED

Microsite www.

‘Paid’ Paid

‘Owned’ Owned

‘Earned’ Earned

GLOBAL ADSPEND AND GDP GROWTH
YEAR‐ON‐YEAR % CHANGE, CURRENT PRICES +10,0 +8,0 +6,0 +4,0 +2,0 ‐ ‐2,0 ‐4,0 ‐6,0 ‐8,0 ‐10,0 ‐12,0
Source: ZenithOptimedia, IMF

+3,5 +4,7 +5,2 +5,8

02

03

04

05

06

07

08

09

10

11

12 GDP

13

14

Adspend

GLOBAL ADVERTISING ‐ MAJOR MEDIA*
YEAR‐ON‐YEAR % CHANGE, CURRENT PRICES
2011 North America Of which USA f hi h Western Europe Asia Pacific 2.3 2.2 1.8 5.4 2012 2012 3.6 3.5 2.0 7.2 9.7 8.0 6.0 1.5 6.8 2013 3.7 3.5 2.8 7.3 10.4 10.1 7.7 2.4 8.7 2014 4.4 4.3 3.3 8.2 11.2 10.6 8.4 0.0 3.4

Asia Pacific excluding Japan 10.2 Central & Eastern Europe Latin America 8.5 6.0

Middle East & North Africa ‐15.5 Rest of World Global Major Media: US$ Million % Change
Source: ZenithOptimedia

6.4

464,304 3.5

485,924 4.7

511,394 5.2

541,194 5.8

* TV, Print, Radio, Cinema, Outdoor, Internet

GLOBAL ADSPEND BY REGION
2011
C & E Europe p 5.5% Rest of world 3.4% Latin Latin America 7.1% North America 35,6% Asia Pacific 18,8% Western Europe 22,3% Japan 9,0% C & E Europe C&EE 6,2% Rest of world 3,3% 3 3%

2014
Latin America 7,6% North America 34,3%

Asia Pacific 16,3% Japan 9,8% 9 8%

Western Western Europe 20,8%

Developing markets: 32.3% p g
Source: ZenithOptimedia

Developing markets: 35.9% p g

GROWTH FORECASTS IN KEY EUROPEAN MARKETS (2012)
YEAR‐ON‐YEAR % CHANGE, CURRENT PRICES 20
Russia

15 Gro owth (%) 10 5 0
Czech Rep Czech Rep Hungary Portugal Switzerland Nordics Poland

France

UK

Germany

‐5 ‐10 10 ‐5

Ireland Netherlands Greece

Italy Spain

0

5

10 15 20 Market size (US$ billion)

25

30

Source: ZenithOptimedia

TOP 10 ADVERTISING MARKETS
US$ MILLION, CURRENT PRICES

2011 1 2 3 4 5 6 7 8 9 10 USA Japan China Germany UK Brazil France Australia A li