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ZenithOptimedia revises ad forecast

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New York—ZenithOptimedia revised its global ad spending forecast to 4.2% growth this year, down from its December projection of 4.6% growth, citing factors such as the turmoil in the Middle East and the earthquake in Japan.

However, ZenithOptimedia said in its report that the underlying health of the economy is strong; therefore, it has upgraded its global ad spending forecast to 5.8% growth next year, up from its December forecast of 5.2%.

In the U.S., ZenithOptimedia projected ad spending will increase 2.5% this year, up slightly from a December forecast of 2.4% growth.

Top media categories this year will include TV (making up 40.9% of global ad spending), newspapers (20.0%), Internet (15.4%) and magazines (9.3%).

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