Carat has upgraded its forecast for global advertising growth
Carat (Aegis Dentsu Network) has just released its updated forecasts for worldwide advertising expenditure in 2014 and 2015.
The group predicts overall global advertising revenues accelerating by +5.0% in 2014, an increase on the +4.8% predicted in March 2014, and reaffirming positivity for 2015 with year-on-year growth predicted at +5.0%.
In Western Europe, Carat estimates a return to positive growth of 2.7% in 2014 and 2.5% in 2015, after two consecutive years of decline in advertising spend. France is the only region where Carat has revised down its ad spend forecast, predicting a decline of -0.9% in 2014. However, the full year forecast for 2015 is encouraging, with a return to positive figures expected (+0.2%).
Globally, the forecast shows digital media will outperform previous predictions for 2014 with year-on-year growth forecast at 16.1%. Digital will also increase its total share of spend, reaching 20.5% in 2014 and 22.6% next year, when it will outpace the combined magazines and newspaper global share for the first time.
For more information, you can download the press release.