The advertising industry is more alive than ever. This is demonstrated by the latest Consensus Ad Forecast 2014/15, published by Warc, whereby global ad spending would increase by 5.8% in 2014 and 5% in 2015, representing a slight improvement over the estimates made in January.
This Consensus is based on an average broad-based investment forecasts where advertising agencies, media agencies, analysts and Warc’s own team participated, as well as other key individuals in the sector.
According to these forecasts, the main character this year is Brazil, and other countries known as BRICS, where growth in ad spending is expected: 12.8% for Brazil, 11.3% in India and 11.1 % in China.
Expectations for Russia, however, have been revised downwards by 1.7 points, to an estimated 9% growth in ad spending in 2014.
The BRICS acronym refers to the first letter of the five largest emerging countries: BRAZIL, RUSSIA, INDIA, China and SOUTH AFRICA. Together, these five countries occupy 25% of the land surface, gather 43% of the world’s population, account for 25% of world production, accumulate 40% of foreign exchange reserves in the world and produce 20% of the Gross Domestic Product (GDP) overall, rising year after year.
The term BRICS was established in 2001 by an economist, Jim O’Neill, who defends the thesis that the economies that make up the BRICS will dominate the market in 2050.
The largest increases recorded after the BRICS were in the UK and United States, with growth rates of 6.4% and 5.5% respectively, followed by Germany, where investment will increase by 1.6%, and then followed by Spain with 1.5%.
By sector, annual growth is expected in all media except for magazines and newspapers, where ad spending fell by 3.5% and 4.1% respectively.
These data lead us to a great hope for economic recovery is concerned.
Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of advertising and public relations. He is currently President of the European Institute of Marketing clementeferrerrosello@gmail.com.
Filed under: http://www.theleader.info/article/44966/
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