Matthew Miller
Sep 11, 2017

A tale of two Asias in Zenith's adspend forecast

TOP OF THE CHARTS: The company's latest forecast predicts healthy growth for "fast-track Asia", but tepid results for the more mature markets.

A tale of two Asias in Zenith's adspend forecast

Source: September 2017 edition of Zenith’s Advertising Expenditure Forecasts.

Zenith's just released adspend forecast shows 'fast-track Asia'—which the company defines as China, India, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand and Vietnam—far outpacing 'Advanced Asia' (Australia, Hong Kong, New Zealand, Singapore, South Korea) and Japan over the next three years. 

Bonus chart: A few of the fast-track countries account for large amounts of overall growth in the next three years, but still trail US growth. 

Globally, Zenith predicts global ad expenditure will grow 4.0 percent in 2017, reaching US$558 billion. That's 0.2 percent below the prior forecast in June.

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