S. KOREA AD SPENDING UP 18.7% : SEVEN OF TOP 10 MARKETS REMAIN STABLE SINCE '94

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Ad spending rose in seven of the world's top 10 markets in 1995, but the positions of the "big 10" remained relatively stable. In the latest Advertising Age International Global Markets survey, Western Europe's top markets experienced a turnaround from a slow 1994, while Asia's biggest spenders saw significant growth in 1995.

The U.S. held on to its No. 1 spot with a 6.7% increase, rising to $156.8 billion in 1995. Japan remained at No. 2 with an impressive 12.4% increase to $38.9 billion. Rounding out the top five, Germany (No. 3), the U.K. (No. 4) and France (No. 5) also showed ample increases in ad spending.

The most significant change, however, came from South Korea (No. 6), with an 18.7% increase to $5.7 billion in 1995, due in part to an aggressive overseas expansion and a deregulated market.

Although Italy experienced the biggest loss, 1.7%, of all the countries in the top 10, it remained in the seventh spot ahead of Brazil, Spain and Canada. Brazil broke the tie it had with Spain last year and edged into eighth, pushing Spain into ninth place.

The survey derives its figures from Zenith Media Worldwide. Charts and tables for each market include the most current information available.

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