Warc cuts 2015 adspend growth forecast to 4.8%

Warc, the marketing intelligence service, is expecting global advertising spend (based on 12 major markets) to increase by 4.8% at current prices in 2015, according to its latest International Ad Forecast. This is a downgrade of 0.5pp from its previous report in June. It follows expected growth of 5.5% in 2014.

If inflation is taken into account, global adspend in real terms is expected to rise by 2.4% next year, following growth of 3.1% this year.

The 2015 outlook for all our key markets – with the exception of India and the UK – has been downgraded from June. The US, the world’s largest ad market, is expected to post growth of 4.4% next year to reach total spend of $174bn, overtaking 2007’s pre-recession peak.

Finally, internet (including mobile) will account for over a third of global adspend next year, up from a share of 9.2% in 2006.