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The global ad spending in 2013 will grow by 3% as Russia, Brazil, India and China show a tremendous growth in this area, according to the forecasts.

The global ad spending in 2013 will grow by 3% as Russia, Brazil, India and China show a tremendous growth in this area, according to the forecasts.

Even if this year's growth rate will slow down insignificantly (in 2012 they were influenced by the Olympics and the presidential elections in the U.S.), by 2014 it should reach the target of 5.4% - due to the fact that the economic situation is improving gradually.

 

International Ad Forecast prognosis, compiled by Warc, is based on the data of the top 12 markets, including Brazil, China, France, Germany, India, Italy, Japan, Russia, the UK and the USA. It covers television, newspapers, magazines, the Internet (including mobile), outdoor advertising, advertising on radio and in the movies.

According to him, Russia will show a large increase in advertising spending in 2013 - up to 12.4%, followed by Brazil (9.5%), China (9%) and India (7.9%).

The picture in Europe is mixed: a 3.1% increase spending in the UK and 0.9% - in Germany. This increase will be compensated by lower spending by 0.7% in France and 2.9% in Italy. North America is somewhere in the middle. It is expected that in 2013 the United States will increase advertising spending by 2.2%, and Canada - by 2.7%.

"As long as less major events will be this year, we expect lower growth in advertising spending than in 2012 - says Susie Young of Warc. - Euro zone debt crisis continues to suppress growth. Therefore, by way of compensation, the global costs will be directly depending on the strong performance in the U.S. and the growing confidence indicators in emerging markets".

In 2013 according to the forecast, the U.S. will own 40.6% of global spending on advertising, China 15.2%, Japan 9.9%, Germany 5.9%, and the UK - 5.9%, which puts these countries in the first top five of the rankings.
Herewith in all markets the most important channel of distribution of advertising is likely to be Internet, and TV in China will be on equal level with them - in terms of market share - by the end of the forecast period.