Global ad spend gets slight downgrade

Warc has slightly dropped its forecast for 2013, with expectations that it will pick up again in 2014.
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Advertising data company Warc has released its latest Consensus Ad Forecast, downgrading its prediction for the year slightly from the previous report in January.

Ad spend in 2013 is expected to grow by 3.4% for the year versus 2012, a downgrade of -0.6% from the last forecast. Numbers are expected to pick back up in 2014 however, with spend for next year expected to grow by 5.4%.

Canada’s ad spend is predicted to grow by 3.3% in 2013, with this forecast, a dip of -0.4% from the previous report in January.

All platforms are expected to see year-on-year growth in 2013, with internet expected to grow by 13.9% versus 2012. Internet and OOH are the only two platforms that have seen their forecasts jump since January, both growing marginally with 0.1% and 0.2% growth respectively. All other measured platforms saw their forecasts dip since January, with cinema taking the largest drop. The medium is forecasted to grow by 1.6% in 2013 vs. 2012 numbers, a drop of 2.2% since the January ad spend forecast, which predicted 3.8% growth.

Warc’s Consensus Ad Forecast is based on a weighted average of ad spend predictions at current prices from ad agencies, media monitoring companies, analysts, Warc’s own team and other industry bodies.