According to the latest figures from ZenithOptimedia, adspend in Asia-Pacific is set to hit record levels over the coming two years as the global decline steadies. Investment by advertisers across TV, print, outdoor, cinema, radio and online is expected to rise to $107.4 billion next year from $103.9 in 2009; that figure is predicted to increase substantially in 2011 to $114.4 billion. The 2007 level, previously the highest, was $107.3 billion. Spend in the US and Europe is tipped to experience further decline next year, increasing again slightly in 2011. This year’s weak first half prompted Zenith to downgrade its global growth forecast to -9.9 percent; however, the second half is shown to be developing as expected and pointing to a recovery. Jonathan Barnard, head of publications at ZenithOptimedia in London, noted that as a developed market, Japan was “weighing the region down”. “If you take Japan out of the picture, things look much more dynamic [in Asia],” he said, adding that spend in China and India was set to grow by 5.7 percent and 6.5 percent respectively next year. Spend in developing markets is predicted to increase by almost eight per cent next year and 10 percent in 2011, while online advertising is tipped to account for nearly 15 percent of global expenditure in two years.
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