YEAR ON YEAR AD GROWTH 2015 VS 2016
The latest data from Carat, the leading global media network reflects continued optimism on its updated forecasts for worldwide advertising expenditure
in 2015 and 2016,
global advertising spends across Top 10 markets of western europe is likely to remain positive and will see solid growth across Digital
and Mobile channels
Western Europe returned to
positive territory in 2014, with +2.8% growth. In 2015, a similar growth rate of +2.6% was forecast with a fur
ther increase of +2.9% predicted for 2016.
The European markets showing the
highest growth in the region this year and in 2016 are S
pain, UK, Ireland and Portugal,
whilst in Greece advertising spend has been revised down to -12.0% from +8.0% predicted
in the March 2015 report
UK : In 2016 UK market is predicted with a year on-
year growth rate of +5.5%. The 2016 UEFA European Football Championships, at
which it is possible that multiple home nations may qualify, is likely to start a summer
of increased spending, with the 2016 Rio Olympic Games also driving some advertising
revenue.
Germany will see a further increase
in advertising spend of
+1.7% is predicted for 2016, with no significant impact expected to
come from the 2016 UEFA European Football Championships and 2016 Rio Olympics
Spain will see a further
+6.9% growth is expected in
2016
The advertising market in
France is forecast to reach
€10billion in 2016, with a Television accounting for 33% share of total ad spends along with 5% increase in digital in 2016
In 2016
Italy will see a growth of
0.7% in overall advertising. The TV market in Italy
declined by 3% as print media during the first half of the year is down by -10%.
Russia will start to recover from
Q2-Q3 2016. In 2015, only digital media will show increase in spend with
+5.7% growth. Online Video is will be growing fastest with +15% yearly
growth