ZenithOptimedia Global Advertising Forecasts
Last Updated: April 2010
The tables on this page show global advertising expenditure by major media in US$, year on year % change by media, and global adspend by medium.
| 2008 | 2009 | 2010 | 2011 | 2012 | |
|---|---|---|---|---|---|
| North America | 179,776 | 156,926 | 154,501 | 157,285 | 162,044 |
| Western Europe | 121,293 | 107,865 | 108,266 | 110,868 | 114,463 |
| Asia/Pacific | 107,332 | 101,683 | 107,680 | 114,774 | 123,654 |
| Central & Eastern Europe | 35,583 | 27,356 | 28,909 | 31,373 | 34,555 |
| Latin America | 30,405 | 30,535 | 33,369 | 35,533 | 38,328 |
| Africa/ Middle East | 20,297 | 21,891 | 23,275 | 24,712 | 26,494 |
| World | 494,686 | 446,257 | 456,000 | 474,544 | 499,539 |
Source: ZenithOptimedia, April 2010
| 2008 v 07 | 2009 v 08 | 2010 v 09 | 2011 v 10 | 2012 v 11 | |
|---|---|---|---|---|---|
| North America | -3.7 | -12.7 | -1.5 | 1.8 | 3.0 |
| of which USA | -4.2 | -12.9 | -2.0 | 1.6 | 2.9 |
| Western Europe | -1.4 | -11.1 | 0.4 | 2.4 | 3.2 |
| Asia/Pacific | 2.3 | -5.3 | 5.9 | 6.6 | 7.7 |
| Central & Eastern Europe | 12.8 | -23.1 | 5.7 | 8.5 | 10.1 |
| Latin America | 14.7 | 0.4 | 9.3 | 6.5 | 7.9 |
| Africa/ Middle East | 22.5 | 7.9 | 6.3 | 6.2 | 7.2 |
| World | 1.1 | -9.8 | 2.2 | 4.1 | 5.3 |
Source: ZenithOptimedia, April 2010
| 2008 | 2009 | 2010 | 2011 | 2012 | |
|---|---|---|---|---|---|
| Newspapers | 122,282 | 101,514 | 97,685 | 96,264 | 95,429 |
| Magazines | 56,342 | 45,272 | 43,279 | 42,476 | 42,284 |
| Television | 185,813 | 173,399 | 180,952 | 189,614 | 199,730 |
| Radio | 37,614 | 33,718 | 33,548 | 34,331 | 35,896 |
| Cinema | 2,328 | 2,813 | 2,250 | 2,359 | 2,469 |
| Outdoor | 32,116 | 28,532 | 29,023 | 30,286 | 31,708 |
| Internet | 50,947 | 55,433 | 62,592 | 71,974 | 83,896 |
| TOTAL* | 487,443 | 440,050 | 449,329 | 467,304 | 491,411 |
Source: ZenithOptimedia, April 2010
*NB: The totals here are lower than the total above, due to that table including total adspend figures for a few countries that do not itemise by medium.
