By
Vincent Létang

In this report, Screen Digest analyses the growth of advertising markets in Western Europe. 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 by an average 2.9% in 2011 in the 16 markets of Western Europe.
• Adspend will continue grow, or grow again, in all markets except Greece, with Big Five marketing increasing between 1.1% (France) and 6.2% (Spain).
• Advertising growth is set to slow-down in most markets, compared to an average 4.1% growth in 2010.
• The economic climate failed to improve further after an encouraging 2Q10. And 2011 economic growth is set to remain sluggish, causing a slow-down in advertising markets post-recession recovery.
• Television advertising performed well in 2010 but will slow-down in 2011, with online remaining the main or only driver.

In this report:

• Economic climate: quarterly GDP growth, unemployment, consumer confidence
• Economic climate: annual forecasts
• Overall advertising market forecasts
• Focus on TV advertising
• Focus on online advertising

Tables and charts included:

• Big Five markets: quarterly GDP growth (2008 Q4 - 2010 Q2)
• 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)
• Western Europe markets: all-media advertising market compared with advertising performance (2010)

Pages: 13

Tables & charts: 17

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