Ad recovery set to continue

Global advertising spend is expected to increase 4.9% to $449.6bn (£286.5bn) in 2010 as marketers’ confidence returns, according to ZenithOptimedia.


The media agency, part of Publicis Groupe, says global advertising-spend will continue to increase for the next three years and is set to exceed its 2008 peak in 2012.

Online advertising has grown at three times the speed of the market as a whole, driven by online video and social media. However, Steve King, ZenithOptimedia’s worldwide CEO says that the “importance of the internet is underrepresented” in the figures.

“Advertisers are investing a lot more in owned and earned media, where their activities do not count as ad expenditure in the traditional sense,” he says.

Television, cinema and outdoor advertising spend has continued to grow boosted by digital technology.

Print advertising fell again and is expected to fall 2% between 2010 and 2013.

The UK has the fifth largest ad-spend in 2010 at $18,047m (£11,504m), according to ZentihOptimedia.

USA $151,519m (£96,575m)
Japan $43,267m (£27,577m)
Germany $24,631m (£15,701m)
China $22,606m (£14,410m)
UK $18,047m (£11,504m)

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