Global adspend forecast to grow 5%

Global adspend is expected to grow 4.9% to $545bn by the end of 2015, rising to 5.6% growth the following year on the back of major events that will take place in 2016, a new industry report has forecast.

According to the latest Advertising Expenditure Forecasts from media agency ZenithOptimedia, the industry will benefit in 2016 from marketing activity surrounding the Summer Olympics, the US presidential elections and the UEFA European football championship.

However, even though the global economy is expected to improve next year, the industry faces a "tough" 2015 in comparison with 2014 when there was a boost from the Winter Olympics, the FIFA World Cup and the US mid-term elections.

As a consequence, ZenithOptimedia has cut the growth forecasts it predicted in its last report published in September. Its forecast for 2015 is now down by 0.4pp and the figure for 2016 is down 0.3pp.http://www.warc.com/LatestNews/News/EmailNews.news?ID=33991&Origin=WARCNewsEmail&CID=N33991&PUB=Warc_News&utm_source=WarcNews&utm_medium=email&utm_campaign=WarcNews20141208