Carat Revises Ad Outlook. Calls For 9.8% Drop In U.S., 5.8% In Global Ad Spending

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102843
Aegis Group's Carat unit this morning released new forecasts for global ad spending in 2009 and 2010, the first from the agency since the economy began to unravel. Carat's new prediction calls for U.S. ad spending to decline 9.8% in 2009, and rise 0.1% in 2010. Worldwide ad spending is projected to decline 5.8% in 2009, and rise 0.7% in 2010, the agency said.

Ad Spending Growth By Region

2008
2009
GLOBAL
1.0 (4.9)
-5.8 (4.8)
USA
-1.8 (2.1)
-9.8 (3.1)
Canada
2.0 (6.1)
-2.5 (7.2)
WESTERN EUROPE
-2.9 (2.2)
-6.6 (2.3)
UK
-5.5 (2.5)
-7.1 (2.2)
Germany
0.0 (0.3)
-2.2 (0.5)
France
-2.6 (1.7)
-5.0 (2.4)
Italy
-1.9 (2.8)
-6.5 (2.4)
Spain
-12.7 (-2.3)
-16.5 (-0.8)
Nordics
-0.2 (4.3)
-5.6 (3.1)
Central/Eastern Europe
12.2 (16.8)
-8.2 (15.2)
Russia
16.6 (22.8)
-8.6 (19.5)
ASIA PACIFIC
5.0 (8.2)
-0.8 (5.7)
Japan
-4.2 (1.5)
-5.5 (0.5)
China
18.9 (18.2)
4.6 (10.9)
Australia
4.2 (4.2)
-1.9 (3.6)

Figures in brackets show our previous forecasts from Aug 2008