By
Daniel Knapp


Vincent Létang

After record declines during the 2009 recession, advertising markets in Western Europe are set for a recovery. In this report, Screen Digest analyses scope and durability of 2010 advertising recovery. Special emphasis is on the Big Five Western European markets: France, Germany, Italy, Spain and the UK. The report combines an analysis of economic recovery trends and how these are echoed in advertising market developments. The report takes a holistic view, looking at the overall advertising market incorporating all media.

Highlights:

• Total all media advertising is forecast to grow in nearly all of Western Europe's Big Five markets in 2010, between 1.5% (Italy) and 5.2% (France). Only the Spanish advertising market will still close 2010 with a decline (-2.3%).
• The economic climate is improving. IMF has upgraded its 2010 economic forecast in its July update: real GDP is now expected to grow between 0.9% and 1.5% across the 'Big 5' except for Spain which is set for a third recession year.

In this report:

• Economic conditions: quarterly GDP growth
• Economic conditions: annual forecasts
• Overall advertising market forecasts
• Focus on TV advertising

Tables and charts included:

• Big Five markets: quarterly GDP growth (2008Q4-2010Q2)
• Big Five markets: all-media advertising market (2008-2011)
• Big Five markets: TV advertising market (2008-2011)
• Big Five markets: detailed forecasts by media (2009-2011)

Pages: 8

Tables & charts: 11

Tags: