Global advertising spend will rise by six per cent between 2006 and 2007, media agency Carat has predicted.
However, 2006 was a “tough year” for UK advertising spending, according to the analysis, with “significantly” low performance visible in commercial television, where revenues are expected to be down seven per cent on the start of 2006.
Advertising spending in newspapers is also expected to be down, particularly in regional press.
Yet in contrast, online advertising spend in the UK will grow by 40 per cent over the next year, Carat’s owner Aegis predicts.
This “powerful growth in digital” reflects “the behaviour of today’s consumers”, in the UK as elsewhere, according to the chief executive of the Aegis Group, Robert Lerwill.
Globally, online growth in advertising expenditure will increase by 27 per cent, to give online a 5.2 per cent share in overall global advertising spending in 2006.
Spending in European markets, meanwhile, is expected to hold steady over the next two years, continuing its consistent performance to date, with 4.4 per cent spending growth forecast for 2006 and 4.1 per cent for 2007.