Asia-Pacific will overtake Western Europe in advertising expenditure this year, while China is soon to leapfrog Germany, according to the latest global forecast from ZenithOptimedia.
Zenith estimates $104.2bn will have been spent in Western Europe over 2010, compared to $106bn in Asia-Pacific (which includes Japan).
It estimates Western Europe will grow by 10% between 2010 and 2013, while Asia Pacific will grow 23%.
At a global level, adspend will grow 15.8% over the same period, from $450bn to $520.8bn.
China’s continuing ascendancy will result in more than 50% growth from $22.6bn in 2010, to $34.2bn in 2013.
Having already overtaken the UK, it will leapfrog the $24.6bn German market in 2011, taking third place after Japan and the US.
The UK is forecast to hold on to its position as the fifth-largest market until 2013, but will be challenged by Brazil.
Brazil will grow to $18.7bn in 2013 from $14.2bn in 2010, while the UK will grow to $19.7bn from $18bn.
Online is set to deliver 37% of growth next year as revenues hit $82bn, compared with newspapers’ $90bn, supplanting press in second position behind television in 2012.
“Internet spending may indeed already have eclipsed newspapers if one allows that measured internet ad investment does not include substantial advertiser investment in content creation, search-engine optimisation and analysis,” said Adam Smith, GroupM’s futures director.