The survey, carried out over 44 markets accounting for over 80% of the world's ad economy, confirms global advertising expenditure increased in 2003. Despite the War in Iraq and the SARS epidemic, levels of spending were up by 4.8% last year, in line with Initiative's moderately optimistic forecast in January 2003.
The report analyses spending using actual, discounted figures, as opposed to rate card, to obtain a relevant, comparable and realistic picture of year-on-year world trends from 2000 to 2004. The results clearly indicate that advertising expenditure is accelerating, showing real growth, ahead of inflation.
Compelling findings show China's impact on the world advertising community, and highlight upcoming markets, India, Russia and Brazil. In addition, the report spotlights Asia's growth potential and indicates a reinforcement in Europe to cope with the increased competition.
In terms of media, Initiative examines the global impact of key world events such as the Olympic Games, US Presidential Elections, and Euro 2004 which should boost TV spending this year. TV's share of global advertising is expected to grow by an estimated 3.6% points, from 42.3% in 2000 to 45.9% in 2004.
The fastest growing medium is Internet, primarily due to the increasing number of "internauts", innovative advertising formats, and wider use of broadband. Spends are due to increase globally by 19.3% in 2004, to reach US$9 billion, accounting for 2.7% of total advertising expenditure.
To receive Initiative Futures' 2004 Global Adspend report and key findings, contact Initiative Media South Africa on Tel: 27 11 780 6117.
Initiative Media South Africa
