Global advertising spend is set to increase by 4.9 per cent in 2012, to $465 billion, according to findings in the Strategy Analytics’ Global Advertising Forecast.
UK spend is expected to lag slightly behind the global average. But an increase of 4.2 per cent is still a significant improvement on last year’s 1.4 per cent growth.
Global online advertising is expected to grow 12.8 per cent to $83.2bn, representing 18 per cent of global ad spending.
Ed Barton, Strategy Analytics’ director of digital media strategies, said, “Major global-impact events led by the Olympics, the US Presidential Elections and the European Football Championships, as well as Japan’s continuing recovery from the earthquake, combine to paint a brighter picture globally in 2012 for advertising spending overall.
“Furthermore we expect that total ad spend will surpass half a trillion ($500bn) dollars in 2014.”
