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Advertising Expenditure Forecasts
Zenith predicts global ad expenditure will grow 4.6% in 2018, reaching US$579 billion by the end of the year. This forecast is substantially ahead of the 4.1% growth rate we forecast in December and is our biggest quarterly upgrade since March 2011. Several markets have surprised on the upside, most notably China, the Philippines, Argentina, and Ireland. We expect advertising expenditure to grow more slowly than the global economy as a whole out to 2020.
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