Ad spending in billions of U.S. dollars 1994 vs. 1993; United States No.1 (chart); Japan No. 2 (lists ad spending by medium, biggest circulation magazine, biggest circulation newspaper, Top 10 advertisers, Top 10 ad categories and TV viewing share. SPENDING '94: EUROPE MIRED BUT ASIA GROWS

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Ad spending in 1994 had its ups and downs in the world's top 10 markets. In the latest Advertising Age International Global Markets survey, Western Europe's markets with the highest spending slogged through another slow year. The Americas and Asia, however, began to see real growth again.

Spending rose in a virtual lockstep for the world's two biggest markets. The U.S. stayed at No. 1, rising to $147 billion in 1994 from $134 billion in 1993, while Japan remained at No. 2, jumping to $34.6 billion from $30.5 billion.

The most dramatic booms in 1994 occurred in South Korea and Brazil. South Korea's energy was probably aided by the easing of TV advertising restrictions and the advent of cable TV.

Brazil enjoyed the installment of a new currency last summer, the real, suddenly bringing the beleaguered market its lowest inflation rate in years.

As a result, Brazil moved from No. 11 last year to No. 8, with total ad spending rising to $5 billion from $3.5 billion. South Korea edged up in spending as well, totaling $4.8 billion on advertising in 1994, up from $4 billion from 1993.

Brazil's data, however, could be an anomaly. The survey derives its figures from two references-estimates from Zenith Media Worldwide, London, and Robert Coen, senior VP-director of forecasting at McCann-Erickson Worldwide, New York. But because Zenith didn't track Brazil this year, its estimate comes solely from McCann.

Elsewhere in the top 10, spending slipped across the European continent, where the recession's sustained effects continue to oppress-and often devastate-marketers' spending plans and budgets.

Of the two biggest European markets, Germany (No. 3) and the U.K. (No. 4) held their ranks from the previous year, though spending fell in each market. Germany's estimated 1993 spending stood at $18 billion, as compared with last year's $17.3 billion. The U.K.'s spending in 1994 stood at $13.4 billion, lower than 1993's $14 billion.

The slips were more dramatic in neighboring markets, however. France's rank remained at No. 5 but its spending tumbled to $8.1 billion from $9 billion in 1993. Italy's total fell to $5.7 billion from $7 billion, while its No. 7 ranking remained stable. Spain took the biggest hit, falling from No. 6 to No. 8 with an estimated drop of $3.5 billion, from $8.5 billion.

The survey uses improved, restated data, accounting for other differences from last year.

Charts and tables for each market include the most current information available. The survey uses 1994 data for each market's total population and 1993 data for gross national product per capita, expressed in U.S. dollars.

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