ZenithOptimedia ad growth forecast adjusted upward

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London—ZenithOptimedia on Monday upgraded its midyear ad spending forecast. It now expects advertising expenditures to grow 5.2% this year, up from the 4.7% growth it predicted in July.

Zenith said global advertising continues to grow at the same rate as the global economy.

Brazil, China, India and Russia account for 27% of global ad growth this year, according to Zenith. The top three contributors to annual advertising expenditures are the U.S., with $5.89 billion in spending; Brazil, with $1.93 billion; and China with $1.46 billion.

In addition, Zenith said the Internet is leading all media growth. It generated 16% of ad growth from a 4% share of ad expenditures this year.

The Internet is of course another destination for sharp real increases in demand, with revenue growing at three times the rate of the all-media average, according to the report.

Zenith said it expects 2006 spending to grow by 6.2%.

—Carol Krol

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