Carat, the leading global media network, today publishes its first forecast for worldwide advertising expenditure in 2015, combined with its latest forecasts for 2014 and actual figures for 2013.
Based on data received from 59 markets across Americas, Asia Pacific and EMEA, Carat`s latest global advertising expenditure forecast show global advertising revenues accelerating by +4.8% in 2014 to US$551 billion[i]. This is an upward revision on the +4.5% forecast in the previous Carat Advertising Spend report issued in September 2013 and a notable increase in pace on the actual +3.3% growth in 2013. Carat predicts that global advertising expenditure in 2015 will continue on an upward trend, with +5.0% year-on-year growth.
From a regional perspective, an increase in advertising expenditure is forecast across all regions, including Western Europe which has suffered two years of negative decline. Carat`s data highlights that the era of double digit decline in some parts of Western Europe may now be over, with markets including Italy, declining by -10.3% in 2013, transforming into a positive growth market by 2015.
By media, Digital spend continues to increase at a rapid global growth rate of +15.5% in 2014, outperforming all other media and the only media to extend its market share based on 2014 and 2015 predictions. In the UK, Denmark, Netherlands, Norway and Sweden, Digital media is already the number one media type.
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