Ad spend: Higher, then slower
Figures from marketing intelligence service Warc indicate that global advertising spend will end 2016 on a positive note, rising 4.5% before slowing 4.2% in 2017.
India has had the strongest annual rise (13.3%) in ad spend this year. Similar growth is expected next year. The world’s largest ad market, the US, ends 2016 posting growth of 5.1% — buoyed by the presidential election and the Rio Olympics.
Growth is forecast to cool next year, to 2.8%.
Warc predicts that all media except newspapers and magazines will show growth in 2017, with mobile up 34.2% — the best increase. TV, the largest ad channel by spend, is forecast to post growth of 1.1%.