Industry Analysis & Industry Trends
In 2011, Global Advertising industry revenue is expected to rise by 5.9% to $94.6 billion, driven by increasing corporate profits and marketing budgets. Despite the continued recovery, industry revenue will fail to meet its 2008 peak. Although growth is imminent, the industry's five-year performance was significantly slowed by the recession and its effect on consumer spending and corporate profits. In 2008 and 2009, many companies cut marketing budgets in order to mitigate profit declines. Consequently, industry revenue is expected to increase at an annual rate of just 0.9% in the five years through 2011.
While emerging markets such as China and Latin America continue to grow, they are still relatively small compared with major markets such as the United States and Europe... read more
Industry Analysis
The global recession has been the major factor affecting overall growth of the Global Advertising industry during the past five years. Industry growth came to a standstill in 2008 as the recession took hold and corporate profits started to fall. In 2009, the falling corporate profits caused companies worldwide to reduce their marketing budgets, resulting in a 12.5% fall in industry revenue during the year. Although revenue has started to rise as corporate profits return to growth and advertising expenditure increases, poor performance in 2009 has significantly slowed industry performance over the past five years. In the five years through 2011, Global Advertising industry is expected to grow at an average annualized rate of 0.9% to total $94.6 billion... read more