Carat boosts ad spend forecast

Carat has revised its forecast for global advertising expenditure growth in 2006 from 5.7% to 6%.

The Aegis-owned media agency said that global ad revenues would grow by 5.8% next year, up from its previous prediction of 5.5%.
While ad budgets across Europe will maintain their current level, Carat predicted that the Asia Pacific and the US ad markets will experience healthier growth.
In Asia, Carat said ad spend would be up 7.2% in 2006 and a further 7.4% in 2007. In the US, it anticipates growth of 5.4% in 2006, slowing down to 5.2% next year.
Ad revenue growth in Europe is stable and broadly in line with Carat's June 2006 forecasts at 4.4% in 2006 and 4.1% in 2007.
The group added that 2006 has been a tough year for the UK advertising market, with TV set to fall by nearly 7% year-on-year.
However, digital media has continued to bolster the overall advertising market, with online expenditure forecast to grow by 27% in 2006, bringing total net ad growth up to 1%. Total ad spend is set to increase by 4.2% in 2007.
Last week OPera, Omnicom's pooled buying operation, predicted a 3% rise in UK ad spend over the next year, while ZenithOptimedia forecast a 25.1% growth in UK online spend in 2007.

 

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