Ad spending around the U.S. presidential election, summer Olympics and the Union of European Football Associations’ championship is expected to add $6.1 billion to the global ad market this year, according to the latest forecast from Publicis’ ZenithOptimedia.
ZenithOptimedia projects the global ad market to increase 4.6% in 2016 to $579 billion, roughly in line with its December forecast of 4.7% growth for the year. Without the impact of special events, the global ad market will increase 3.5%. Among the special events, the U.S. presidential election will be the biggest contributor with an estimated $3.2 billion in incremental ad spending for the year. The Olympics will add $2 billion in global ad spending.
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