Global ad spend recovery weakened by Japan, Middle East: ZenithOptimedia

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

DM News, 4/11/11

ZenithOptimedia has downgraded its global ad spend forecast from 4.6% growth this year to 4.2%, in the light of the “devastating earthquake” in Japan and the political turmoil in the Middle East playing out on the world stage.

The Publicis Groupe-owned global media agency indicated that “these events had immediate consequences for advertising in the affected markets” and pared its 2011 ad spend forecast to $471 billion.

In Egypt – by far the largest ad market to be caught up in the Middle Eastern uprisings – ZenithOptimedia said “there was almost no advertising on TV during the revolution,” and in the aftermath, advertisers have been very careful about the content and placement of their messages.

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