According to Zenith Optimedia, global ad spending will grow by 4.7% next year to reach a total of $486 billion, more than a full percentage point higher than the 3.5% growth the agency now says to expect for full-year 2011. WPP’s GroupM further confirmed Zenith Optimedia's predictions for growth in the coming year by reporting a potential 6.4% increase in global ad spending that will reach a total of $522 billion.

Unprecedented economic problems have led Zenith Optimedia to predict a 6.9% decline in global ad expenditure in 2009. Lack of quadrennial events (Olympics, Elections ... etc) creates tough year-on-year comparisons for markets like the US. Poor corporate confidence means very limited visibility in the market. Consumers are putting off big purchases and shifting consumption from premium to value products, opening opportunities for advertisers with value to offer.

It is now clear that the ad market is in the middle of a sharp downturn that began in Q3 2008 and accelerated in Q4. ZenithOptimedia has reduced its forecast for adspend growth in 2009 from 4.0% to -0.2% as the fallout from the financial crisis has spread throughout the real economies of the developed world.