New Global Ad Forecast Shows Strong Growth for 2012

Now that the final numbers are in for 2011, media companies are hoping ad sales will grow faster this year. The latest research suggests this will be the case but some of the largest ad jumps will occur outside the U.S.

Marketers are expected to spend $465.5 billion on global advertising which marks a 4.9% increase over last year. In the U.S., total spending should reach $152 billion. This marks a 2.7% bump over 2011. (The 2011 growth rate was only 0.6% in the U.S.)

The numbers from Global Advertising Forecast produced by Strategy Analytics largely mirror data put forth by other research shops.

For example, media spending on specific formats in the U.S. will look like this in 2012 (when compared to 2011 levels).

  •  TV +3.7%
  • Print ‑1.5%
  • Other traditional 2.9%
  • Online 6.7%

The share of ad revenue by media type will be break out as follows:

  •  TV 41%
  • Print 24.1%
  • Other traditional 16.8%
  • Online 18%

Strategy Analytics notes that only in the U.S. does TV dominate as the top media ad channel. In Europe, print is still the format most marketers turn to. In addition, the company’s analysts say that online will not surpass print in the U.S. until 2016. This is in direct contrast to the findings of other media shops such as eMarketer which expects the $39.5 billion in online ad spending will be higher than the predicted $33.8 billion in traditional print.

Based on the transition in the ad market, it’s likely online spending will  ease by print at some point. The better news in this report is the sure but steady recovery in overall advertising.

[Source: Global Advertising Spend to Increase. Strageyanalytics​.com. 27 Feb. 2012. Web. 15 Mar. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.