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Global ad spending to decline 5.8% this year, Carat predicts

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London—Worldwide advertising expenditures will fall 5.8% this year and grow 0.7% in 2010, according to new forecasts released last Wednesday by media buying agency Carat, a unit of Aegis Media.

The 2009 forecast anticipated declines in almost every major advertising market except China. Ad spending in the U.S. is expected to fall 9.8% this year, and Carat anticipates that declines in domestic ad spending will continue in 2010. “These forecasts represent widespread adoption of a much more cautious approach to spending in the face of widespread economic uncertainty,” Jerry Buhlmann, CEO of Aegis Media, said in a statement.

—Sean Callahan

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