lobal media services agency Zenith Optimedia has released a report on current and expected advertising expenditure around the world. According to the agency, ad expenditure grew by almost five per cent in 2005 (4.9 per cent). Zenith Optimedia predicts that the upcoming football World Cup will create greater promotional activities and drive ad growth to 6 per cent this year. However, it expects the trend to slow down to 5.3 per cent in 2008. The media measured by Zenith comprised newspapers, magazines, television, radio, cinema, outdoor and internet.

The agency sees big growth coming from Brazil, China, Indonesia, Mexico, Poland and Russia in their contribution to ad spend. The ad markets of these countries are expected to grow by $19.2 billion between 2005 and 2008, providing 27 per cent of the total global growth in ad spends. Their share in the expenditure is expected to increase from almost 8 per cent to 10.8 per cent. ... more