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While Latin America is dominated by television adspend growth, economic challenges have driven Brazillian adspend to decrease since 2014 to 2009 levels. Similarly, while Internet adspend is increasing in double digits nearly everywhere in the world, Brazil’s Internet adspend has been stable since 2014.  Television will continue to dominate advertising expenditure in Latin America for the foreseeable future, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

Brazil, Argentina, Ecuador and Venezuela account for Latin American adspend in 2016. The Brazillian economy, which is suffering the worst recession since the 1930s,  is expected to improve in 2017, which will improve some adspend for the foreseeable future, particularly Internet adspend, according to Zenith.

The Internet adspend share is rising slowly, from 22.3% in 2015 to 23.4% in 2016. By 2019, Internet advertising spend is projected to account for 26.2% of all adspend. Meanwhile, the main loser is the newspaper industry, which garnered more than one-fourth of the adspend in the early 1990s. In 2016, newspaper adspend represented 5.5%, while it is expected to represent 4.2% of adspend share in Brazil.

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Argentina was the ninth fastest adspend country in the world from 2006 to 2016, having grown 228.6% during those 10 years, following an economic crisis, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

TV and the Internet continue to be the two leading adspend recipients, garnering 41% and 28.6% of the total adspend in 2016, respectively. Internet adspend overtook newspaper adspend  in 2016.

Part of the economic recovery was the effect on adspend. In 2015, adspend grew 32% in U.S. dollar terms, causing a dramatic spike in adspend. Ad volumes increased by 14%, mostly because of high spending on local and national elections, according to Zenith.  Meanwhile, media prices rose by 40%. Since then, media spend has stablilised, and is growing modestly for the foreseeable future.

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2017 marks the year Internet overtakes television as the leading recipient of advertising expenditure across the globe, accounting for 36.9% of total adspend, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

By 2019, Zenith predicts Internet adspend to account for 41.7% of global adspend. While Internet is the fastest growing medium for adspend, it is slowing down to low double digits. Zenith reports that the Internet adspend grew 17% from 2015 to 2016, and predict an average annual growth rate of 11% per year from 2016 to 2019.

Zenith predicts the further decline of other traditional media adspend, at the expense of Internet adspend growth, most notably, TV, newspapers, and magazines.

For more advertising spend and other digital media performance trends, go to www.NewsBizBlog.org

Internet advertising is surging, but traditional media adspend is dropping precipitously in the Middle East & Africa, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

The drop in oil prices in 2014 and political turmoil have had a major impact on the Middle East and Northern Africa region’s economies, which in turn has forced advertisers to cut back on adspend.

This accounts for Zenith’s projection of a 9% drop in adspend between 2016 and 2017, following a 10.1% decline from 2015 to 2016.

Zenith predicts the Internet adspend will hit the US$1 billion mark by 2019, but meanwhile, TV adspend is expected to drop from US$800 million in 2017 to about US$600 million in 2019. Meanwhile, outdoor is expected to drop to about US$500 million, and newspaper adspend is predicted to slide to US$100 million, Zenith reported.

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Circa 2016, Internet garners the majority share of adspend in Asia Pacific, with 39.3%, followed by television, 33.9%; newspapers, 10.4%; outdoor/transport, 9.2%; radio, 3.9%; and magazines, 2.5%, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.

Internet adspend started to surge in 2011, and have continued with a hockey-stick trajectory. Of the more than US$200 billion adspend projected for 2019, Internet advertising is expected to fetch about US$100 billion, according to Zenith.

Comparatively, second-place television adspend has been flat at about US$60 billion. Meanwhile, outdoor and newspaper adspend is expected to level off at the same approximate amount of about US$20 billion, while  radio, magazines and cinema are expected to fetch less than US$5 billion each in 2019.

For more advertising spend and other digital media performance trends, go to www.NewsBizBlog.org