Carat cuts global ad spend forecasts

Jerry%20BuhlmannCarat has lowered its forecasts for global advertising expenditure in 2008 and 2009. Its worldwide prediction for 2008 has been reduced by 1.1% to 4.9% growth, fuelled by downward ad spend in the UK, the US, Spain and China.

The agency has also reduced its prediction for 2009 from 4.9% growth to 4.8%. It predicts that the majority of developed economies will contribute less than 5% growth, although double digit growth will come from emerging economies in Central and Eastern Europe, Central Asia and Latin America.

In 2008, Carat says Russia will deliver the highest growth at 22.8%. China and Central Europe are set to contribute 18.2% and 16.8% increases.

Aegis Media chief executive Jerry Buhlmann says: “It’s clear that the worldwide economic issues affecting businesses are having an impact on where and how advertisers spend their money. It is also significant that the US and the UK, as the highest spenders on advertising in their regions, are showing reductions in our forecasts.”

He adds that while TV’s share of spend has stabilised, internet advertising is continuing to drive spending ahead of other sectors in “nearly every region”.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here