Advertising expenditure traditionally has been based on gross domestic product projections for each country. Zenith has pegged International Monetary Fund GDP statistics to project adspend for the foreseeable future. Zenith predicts global adspend to reach US$592 billion by the end of 2018, growing 4.4% in both 2017 and 2018.
However, lower projected economic performance in Western Europe and Asia Pacific is responsible for a projected dip in GDP and adspend growth from 2018 and 2019 of 4.2%, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.
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