In this Industry Report

This quarterly report combines Advertising Intelligence data and analyst commentary covering economic prospects and advertising revenue forecasts, for 2009-2010. Published January 2010.

Highlights:

• The economic climate is recovering. France, Germany and Italy are 'technically' out of recession whilst Spain and UK are still struggling
• IMF has upgraded its 2010 economic forecast in its October update: real GDP is now expected to grow between 0 and 1% everywhere except in Spain (a third recession year foreseen)
• Screen Digest has revised advertising revenues forecast for 2009 (ranging from -11% in Germany to -23% in Spain) and for 2010 (ranging from -3.4% in Spain to +0.2% in France)

In this report:

• Economic conditions: quarterly GDP growth
• Economic conditions: annual forecasts
• Overall advertising market forecasts
• Focus on TV advertising
• Europe's Big Five market: France, Germany, Italy, Spain, UK
• Long term correlation between economy and advertising: the French case

List of tables and charts:

• Big Five markets: quarterly GDP growth (2008-2009Q3)
• Big Five markets: all-media advertising market (2008-2010)
• Big Five markets: TV advertising market (2008-2010)

Advertising Intelligence

Author/s

Vincent Létang

Daniel Knapp

Territories covered

Western Europe

France, Germany, Italy, Spain, UK,