Publicis Groupe’s ZenithOptimedia has issued a new ad spending forecast with an improved outlook for 2010. It now predicts that global expenditures will rise 4.8 percent this year, to nearly $449.5 billion.
This is the third upgraded forecast the shop has issued for spending this year and follows by a week a report from Nielsen that global spending jumped nearly 13 percent in the first six months of the year to $238 billion.
In July, ZO’s second revision projected a 3.5 percent rise in spending this year to $448 billion, which was an improvement of more than a full percentage point vs. the agency’s April forecast of a 2.2 percent spending gain. In December, it predicted a mere 0.9 percent gain in annual ad outlays for 2010.
The shop’s latest estimate also upgrades the outlook for North America, where growth is now expected to reach 2.4 percent, up from the 1.3 percent it predicted three months ago.
Continues at: Zenith Upgrades Ad Spend Forecast.
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