The mature markets of Australia and Japan are the only APAC countries studied by ad research firm Warc to have their advertising spend forecasts upgraded since January.
Though still growing at a heady pace, the other two APAC markets in Warc’s study, China and India, will see a decline in their rate of growth this year, according to Warc.
In 2015, India and China will grow 13.4 per cent and 7.8 per cent respectively, but at a slower pace – particularly in China – than predicted in January.
Japan will grow by 2.1 per cent and Australia by 2.8 per cent this year, a 0.2 and 0.1 percentage point respective increase to the prediction made at the start of the year.
Warc’s research analyst James McDonald, said: “The latest consensus results demonstrate just how quickly economic tides can turn, especially among emerging markets. Yet despite the more challenging conditions, adspend growth is still widely anticipated this year and next, a fact which demonstrates the robust nature of the advertising industry at large.”
Warc’s study was based on data from Carat, eMarketer, GroupM, Magna Global, Nikkei Advertising Research Institute (NARI), Pitch-Maddison, Pivotal Research Group and ZenithOptimedia as well as it own research.
It comes out in the same week that media agency Carat cut its forecast for adspend growth in APAC from 5.2 per cent to 4.1 per cent due to the economic slowdown in China.
