Small '03 Recovery Forecast for European Ad Spending

Share this article:
Advertisers are expected to increase spending in Europe by 1.7 percent this year to $163 billion, a slight uptick after dropping for two years, a study said yesterday. Spending on direct marketing and other non-media promotions is to rise 2.1 percent.


According to Reuters, Ad Barometer said its recovery forecast was based on economic fundamentals, but that with political and economic uncertainties an upturn would not happen immediately. The study, which covers seven European countries, is published twice a year.


"Advertisers should increase their promotional spending in Europe by 1.7 percent from 2002, but this is a rate slightly below economic growth of 3 percent in current value," Ad Barometer said.


Advertisers spent $160 billion in the seven countries last year, down 1 percent from the year before, but this followed a 6.2 percent drop in 2001.


The study predicts that Britain will be the most buoyant market in Europe with a 2.3 percent rise in media campaign spending, followed by France at 1.6 percent. Ad Barometer covers Britain, France, Germany, Italy, Poland, Spain and Sweden.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Are You Really Ready for Customer Experience?

Are You Really Ready for Customer Experience?

Marketers can talk a good game about customer centricity, but actions speak louder than words.

Essentials in Content Marketing: Think like a best-selling author

Essentials in Content Marketing: Think like a best-selling ...

Imagine if all the electronic content thrown your way daily was actually printed on paper. To stand out from those piles of worthless pixels, you must offer your audiences intriguing ...

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.