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Global ad spending forecast revised upward

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New York—Citing a tentative global economic recovery, ZenithOptimedia revised its forecast for global ad spending growth this year to 2.2% from 0.9%. This marked the second upgrade in a row from the media firm after 18 consecutive months of downgrades.

ZenithOptimedia expects growth to accelerate over the next two years, with global ad spending improving by 4.1% in 2011 and 5.3% in 2012.

Most of the growth this year will stem from developing markets, which are expected to grow 5.8%. Developed markets (which include North America, Western Europe and Japan) are expected to contract a combined 0.8% this year. North America itself will contract 1.5%, according to the forecast.

Internet spending remains a bright spot globally; its share of ad expenditures will increase to 17.1% by 2012, ZenithOptimedia projects, up form 12.6% in 2009.

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