ZenithOptimedia's latest ad forecast may have offered a glimmer of far-off hope to the U.S., the world's biggest ad market, but what of the rest of the world? Unsurprisingly given the structural issues facing the U.S. and Europe, developing markets are expected to kick off the shackles of recession and grow 7.8% in 2010 and 9.8% in 2011 compared to -2.9% and 1.5% for mature markets in those years.
"Many developing markets have continued to grow throughout the crisis, and others look well positioned for a strong recover in 2010. Ad expenditure has continued to grow in 27 developing markets this year, and we predict that number will nearly double to 52 in 2010." By contrast, all developed markets will see declines in 2009 and nine are expected to return to growth next year.
Considered on a percentage basis, the biggest growth numbers will come from Central and Eastern Europe, Latin America, and that category known as Africa/Middle East/ROW or Rest of the World. Of course those regions all have much smaller bases from which to grow.
Here's a region-by-region breakdown:
- Asia Pacific: 3.3% growth in 2010; 6.5% in 2011
- Central and Eastern Europe: 5% in 2010; 9.6% in 2011
- Latin America: 6.4% in 2010; 7.5% in 2011
- Africa/Middle East/ROW: 14.6% in 2010; 10.5% in 2011