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Warc upgrades global adspend forecast
Global advertising expenditure is forecast to grow by 5.6% at current prices in 2014, rising to 5.3% in 2015, according to Warc's latest International Ad Forecast.
In its previous report published in October 2013, Warc anticipated global growth of 4.4% in 2014 based on its analysis of 12 leading markets – Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, the UK and the US.
However, improved trading conditions, greater economic stability and an expected stimulus from major sporting events, such as the FIFA World Cup and the Sochi Winter Olympics, has led to a more positive outlook.
Led by India, the BRIC countries are expected to post the largest adspend increases this year, although their impressive rates of growth are forecast to be much lower in real terms once inflation is taken into account.
Adspend growth is forecast to rise 14% in India (5.6% adjusted for inflation), 12.4% in Brazil (6%), 12.3% in China (9.5%), and 8.6% in Russia (2.2%).