The media buyer Carat has cut its global advertising forecasts for 2008 from 6.2 to 6 per cent, according to the Financial Times. Carat said a “collapse in spending” next year, as has been predicted in some quarters, would be unlikely.
But the buyer has raised UK ad forecasts from 5.9 to 6.4 per cent – before a predicted 6.4 per cent rise in 2009 also.
Zenith Optimedia, Carat’s rival ad buyer, said in December that its forecast for global growth in 2008, 6.7 per cent, would drop to 5.6 per cent in 2009.
Spending on the internet is set to rise 23.3 per cent this year and 17.8 per cent in 2009, accorinding to Carat’s figures, and will take nearly 10 per cent of all spending in 2008.