London—The Carat unit of Aegis Group projects that worldwide advertising spending will increase 5% in 2014, compared with its latest 2013 forecast of 3.7%. Carat forecast slightly lower year-over-year growth for the U.S. of 4% in 2014 and 3.5% this year.
“Carat's latest advertising forecast gives us increased optimism for the outlook for global advertising spends, particularly for 2014,” said Jerry Buhlmann, CEO of Aegis Group, in a statement.
“As expected, the trend of audiences moving online continues,” Buhlmann said. He added that cross-platform communication plans that combine on- and offline campaigns “will be the most successful and deliver the best results for clients.”
Carat's advertising expenditure forecasts are compiled from data on advertising spending, net of negotiated discounts and with agency commissions deducted, for 57 markets. The media tracked are: television, newspapers, magazines, radio, cinema, out-of-home and digital media.