Global TV advertising grew by 3.5 per cent in 2011 to $154 billion, despite the Eurozone crisis (which hit Spain, Greece, Ireland and many Eastern European territories the hardest), natural disasters (Japan, Thailand, the Philippines and Turkey) and the Arab Spring revolts. In contrast, economic booms in Latin America and Asia Pacific led to significant growth, according to a new report from Digital TV Research.
Simon Murray (author of the TV Advertising Forecasts report) said: “Although 2011 was positive for global ad spend, 12 territories experienced declines in TV advertising. Most of these countries were in Eastern Europe. However, it was not all bad news as 11 territories achieved double-digit growth.”
Murray continued: “The global TV advertising scenario will be more positive in 2012, by increasing 5.4 per cent to $163 billion. The much-touted quadrennial effect will take place [and also in 2016] whereby the advertising industry is boosted by the US Presidential elections, the summer Olympics in London and the Euro soccer championships in Poland and the Ukraine.”
“However, only five countries will reach double-digit growth in 2012 – and five will experience declines. Eurozone uncertainty has clouded investment plans in Europe.”
Global TV advertising expenditure will reach $214 billion in 2017, up 39 per cent – or nearly $60 billion – from 2011. Television will increase its share of total advertising expenditure, reaching 44.1 per cent in 2017 – up from 41.6 per cent in 2011.
Although the countries featured in the top 10 will not change between 2011 and 2017, the order will. China will take second place from Japan in 2013. Brazil will overtake Germany and Russia will leapfrog France.