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Adspend prospects improve

Global advertising expenditure will continue to bounce back over the next three years, a forecast from ZenithOptimedia has suggested.

The media network, part of Publicis Groupe, stated that adspend rose from USD444 billion in 2010 to USD461 billion in 2011, and predicted totals would hit USD482 billion in 2012, USD509 billion in 2013 and USD539 billion in 2014.

It modestly upgraded growth estimates for every year, partly as the financial situation in the eurozone has begun to stabilise, and because big brand owners like Unilever, Coca-Cola and PepsiCo have outlined plans to boost budgets.