New York – Global advertising spending in measured media is forecast to grow by 5.1 percent this year, according to analyst GroupM, down from its initial forecast of 6.3 percent late last year.

In 2011, ad spending reached US$482 billion, up by 5 percent from 2010’s $459 billion, according to GroupM. The research firm also predicted that annual global ad spending in 2013 will increase by 5.3 percent to $533.2 billion.

For the U.S. market, ad investment in measured media is expected to grow by 3.6 percent to $152.5 billion this year, less than the 4 percent growth projected in initial forecasts. GroupM said the U.S. market will see a 3.1 percent hike in ad spending next year to $157.2 billion. Ad investment in the Eurozone periphery (Greece, Ireland, Italy, Portugal and Spain) fell 6 percent last year. This is forecast to further fall by 8.8 percent in 2012 before stabilising at par in 2013, according to GroupM. 

While Internet advertising is growing in every country, TV still accounted for 43 percent of measured global media investment in 2011—a record high, according to GroupM. However, it noted that this might represent a peak for TV ad spend because the continued development of internet advertising, notably video, will now possibly nip at TV’s nominal share.