Staff Reporters
Dec 3, 2018

‘Fast-track’ Asia to lead adspend growth in 2019: Zenith

TOP OF THE CHARTS: China and India among the nations driving highest growth.

Mumbai, India. The country is one of Zenith's fast-track Asia markets topping the charts for ad spend growth.
Mumbai, India. The country is one of Zenith's fast-track Asia markets topping the charts for ad spend growth.

Asia’s fastest-growing economies will continue to drive the highest adspend growth across the globe next year, according to Zenith’s latest adspend forecast.

Describing its ‘fast-track’ Asia bracket as Asian economies growing at scale, the report includes China, India, South and Southeast Asia within this group, predicting 7% growth into 2019. Close behind are Eastern Europe and Central Asia (6.7%) and Advanced Asia (3.4%)—classed as Singapore, Hong Kong, Australia, New Zealand and South Korea—Japan is its own market predicted to see 2.2% growth.

However, Eastern Europe and Central Asia is predicted to overtake fast-track Asia by 2021.

Overall, Zenith forecasted global adspend will increase 4.5% by the end of 2018, and by US$75 billion to 2021. The US will contribute to 29% of the ad expenditure, followed by China with 19% and India with 6%. As a region, Asia-Pacific is forecasted to grow 4.9% annually in the next three years, with India seeing the lion’s share of this in becoming the world’s eighth-largest advertising market following a huge 13.5% annual growth.

Related Articles

Just Published

1 hour ago

UM names former Mediacom US leader as global CEO

Sasha Savic takes up the role and will report to IPG Mediabrands chief Eileen Kiernan.

7 hours ago

A Chinese New Year controversy: is Gucci fur-real?

The Italian luxury house scrambles to remove products, after animal rights activists called out the use of rabbit felt in its Year of the Rabbit capsule. Can Gucci hop out of this mess?

8 hours ago

‘Purpose’ still has a purpose

From Cannes to the pages of Campaign, purpose fatigue is taking hold, as creatives rail against po-faced, sanctimonious campaigns devoid of humour.

8 hours ago

Mindshare names global Unilever account lead

Ailsa Lochrie was most recently chief commercial officer, EMEA.