Hungary political undercurrent stunting adspend growth

Hungary has struggled with political and press freedom roadblocks to growth in media, stunting revenue growth of TV, Internet and other media. Currently there is no nationwide radio commercial radio station in Hungary, as the government refused to reissue a license to its only station, Class FM, in November 2016, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

In 2017, Internet and TV are the biggest draws for advertising expenditure, each expected to attract less than US$250 million this year, and less than US$300,000 million by 2019. Internet adspend is expected to exceed TV adspend by 2019, according to Zenith.

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Russia is No. 8 top global adspend contributor: Zenith

Russia is expected to rank No. 8 in the world for advertising expenditure from 2016 to 2019, contributing US$1.8 billion, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.  Zenith predicts Russia will maintain an annual adspend growth of 9% to 10% until 2019.

Russia also ranks No. 14 for major media expenditure for 2019, up from No 16 in 2016, and from No. 18 in 2006.

Russia recovered quickly after the 2009 downturn compared to their Eastern and Western European counterparts. However, a steep drop in oil prices and sanctions drove the Russian market to shrink 8.9% in 2015. Again, the ad market rallied and surged, ending 2016 up 9.4%.

Television continues as the dominant advertising medium, accounting

for 45.5% of expenditure in 2016, but its hold on the market is weakening as Internet is threatening to replace its stronghold in next years. Zenith predicts that TV will account for 44.6% of adspend in 2019, while Internet adspend will rise from 33.7% in 2016 to 38.8% in 2019.

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Internet adspend drives growth in Poland: Zenith

Adspend in Poland is expected t increase 2.5% from 2016 to 2017, driven mostly by the rise in Internet adspend, which is expected to grow 11.8%, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

Meanwhile, the most popular media, television adspend is predicted to rise only

0.6% this year and remain the No. 1 media in Poland for the foreseeable future, however, Internet adspend is surging, driven by video, e-commerce and programmatic advertising, and could surpass TV perhaps in five years.

However, adblocking penetration is 36% on desktop, and remains one of the highest in the world and a major concern for media owners, which have limited digital inventory. As a result, Zenith expects substantial ratecard increases in the coming years.

While radio advertising is experience a renaissance, adspend in newspapers and magazines continues to fall. Print adspend will continue to fall for the foreseeable future. Cinema should see a slight increase of 1.3% this year, while outdoor will fall by 1.1%, according to Zenith.

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UK ranks fourth in global adspend: Zenith

The United Kingdom is the fourth largest adspend country in the world behind US, China, and Japan, with US$26.1 billion in adspend in 2016, and an expected US$29.1 billion in 2019, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

The UK growth is led by Internet adspend, which has almost quadrupled from US$5billion in 2006 to a predicted US$18 billion in 2019.

The UK saw dramatic growth from 2014 to 2015, with a 9.2% increase in adspend, but began to slow down in 2016, with 4.8% growth.

The UK’s adspend growth is predicted to slow further from 2016 to 2017, with 2.7% increase. National press revenue declined 12.3% year on year in the third quarter of 2016. Including digital revenues, the total revenues of national news brands declined by 9.0%, Zenith reported. The 2017 TV market has started slowly. Zenith predicts TV revenues will decline by 7% in 2017 versus 2016.

Consumer magazine revenue declined 11.1% year on year in Q3 2016. Taking into account digital revenues, the decline was 8.5%, Zenith reported.

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Sweden is fastest growing ad economy in Europe: Zenith


Despite being a country of only 9 million people, Sweden has the distinction of having the fastest growing advertising economy in Europe, and one of the world’s strongest Internet advertising economies. Sweden’s adspend is expected to grow 7 percent from 2016 to 2019, compared to its closest European adspend growth economies, Portugal (5%) and Spain (6%), according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

Internet adspend continues to surge at the expense of newspapers and magazines, and is expected to exceed 60% of total adspend in 2017, and is projected to come close to 70% by 2019, according to Zenith.

Print media owners are increasing their share of Internet revenues, but are not making up for their print advertising losses. Still, Internet advertising only represents a fraction of revenue compared to a similar print advert. Radio, cinema

and outdoor performed all well in 2016. Programmatic display and online video are expected to enjoy a surge in revenue, while search advertising market share is declining slightly, according to Zenith.

 

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Modest gains bump down the Netherlands on list of global adspend leaders: Zenith

The Netherlands was the 20th largest advertising economy in the world, with US$4.7 billion in adspend in 2016, compared to the 13th largest advertising economy in 2006, with US$4.6 billion in adspend, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

The Dutch ad market expanded by 2.6% in 2016 and is expected to grow 2.1% this year, fuelled mostly by Internet adspend. The Internet became the No. 1 adspend recipient starting in 2011, surpassing television and newspaper adspend. Since then, Internet advertising has gained momentum, and is expected to increase its share from 42.5% in 2016 to 48.7% in 2019.

Print media continues to slide in market share, and is expected to drop from 13.1% of total adspend in 2016, to 9.9% by 2019. Meanwhile, Zenith predicts that magazines’ share will fall from 7.8% to 6.2% during the same period.

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Germany ranks fifth in global adspend list: Zenith

Germany is considered the fifth largest advertising economy in the world, both in 2016 and projected for 2019, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

Total adspend rose by 3.1% in 2016, and we forecast 2% to 3% annual growth to 2019, according to Zenith. The Internet continues to gain market share, mainly at the expense of magazines and particularly newspapers, accounting for 31.5% of total adspend in 2016, up from 30.1% in 2015. Internet advertising is predicted to account for 36.4% of total adspend in 2019.

 

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Spain: Fast-growing adspend driven by TV, Internet

Spain is expected to be the tenth largest contributors to adspend growth in the world from 2016 to 2019, after the United States, China, Indonesia, United Kingdom, India, Japan, Philippines, Russia and Germany, adding US$1.1 billion into the world’s advertising economy, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

The growth comes on the heels of a devastating economic crisis in the past decade, along with other southern European countries. Spain is expected to have the second strongest adspend growth in Europe, projected to grow 6% from 2016 to 2019.

In 2016, adspend in traditional media increased 4.3%. Television garners the lion’s share of adspend, with 40.5 of adspend in 2016, while digital spend is up 12% in 2016. All media are performing well except for newspapers and magazines, which have dropped by 6.6% and 1.3%, respectively, in 2016.

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Mexico to take No. 2 adspend rank in Latin America by 2019: Zenith

Mexico, which has one of the strongest advertising economies in Latin America, behind Brazil and on par with Argentina, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

Mexico is tracking as the 17th largest adspend economy in the world in both 2006 and projected in 2019, with US$2.8 billion in adspend in 2006 and US$5.9 billion in 2019 from major media spend. In 2016, Argentina edges Mexico in the ranking, but Mexico is poised to surpass Argentina in 2019, Zenith predicts.

Television adspend leads the way, with an estimated US$3.3 billion in 2019, followed by Internet adspend, with a projected US$1.3 billion in adspend in 2019.

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Slowing GDP and rising inflation have negatively impacted adspend in Columbia

The inflation rate was about 5.6% in 2016, and is forecast to be 4.3% this year.

After economic and political turmoil earlier in the decade, Columbia saw two consecutive years of strong growth: 33% adspend growth from 2013 to 2014, and 9% from 2014 to 2015. Since then, the adspend has evened out, and are expected to increase about 4% to 5% per year until 2019.

Television accounted for 43.4% of adspend, while newspapers accounted for 27.9% in 2016, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.  Unlike Latin America and much of the rest of the world, the Internet is not poised to exceed adspend for television and newspapers in the foreseeable future.

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