As a follow on after yesterday’s Research Brief of where we’ve been, here’s a look at where we might be we’re going.
According to an adjusted ZenithOptimedia forecast for global ad expenditure, it is now forecast to grow by 4.2% in 2011, down from the 4.6% forecast in December as a result of the political turmoil in the Middle East and the devastating earthquake in Japan. In Egypt there was almost no advertising on television during the revolution, notes the report, and Japan broadcasters replaced almost all commercial ad slots with public-service announcements for weeks after the earthquake.
The report says that some of the missing advertising is expected to reappear later in the year, followed by strong growth in these markets in 2012. Japan is forecast to shrink 4.1% this year then grow 4.6% next year, while Egypt follows this year’s 20.0% drop with 12.1% recovery in 2012.