Ad spend strong in LATAM/APAC, weak in Eurozone


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ZenithOptimedia reported that global ad expenditure is forecasted to grow 4.8% in 2012, reaching US$489 billion by the end of the year. This is slightly up from the 4.7% forecast it made in December 2011.

A significant factor causing this upgrade is the reduced risk of disastrous collapse in the Eurozone. Currently, the long-term problem is government debt, and the associated risks of a liquidity crisis, sovereign defaults and breakdown of the eurozone. In the short term, however, Europe's real economic performance has deteriorated, and the eurozone is now almost certainly in recession.

As a result, Zenith has reduced its 2012 forecast for Western Europe from 2.0% growth to 1.5% and its forecast for Central & Eastern Europe from 8.0% growth to 6.5%. It has held North America steady at 3.6%, since its tentative economic recovery appears on track, and has reduced its forecast for the Middle East & North Africa from 1.5% growth to 1.0% while the political and social unrest continues.

However, it has upgraded Asia Pacific from 7.2% growth this year to 7.4%. The strongest region is Latin America, which it has increased from 6.0% to 9.2%, as confidence grows that its strong economic growth will be maintained.

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