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Zenith, owned by France's Publicis <PUBP.PA>, forecast growth of
3.6 percent in North American advertising spending in 2017 and
an average of 3.4 percent a year 2019.
A slowdown in Britain would drag down spending growth in Western
and Central Europe to 2 percent in 2017 from 3.9 percent last
year, Zenith said, adding it expected average annual growth in
the region of 2.6 percent to 2019.
The United States, the world's largest economy, would be the
leading contributor of new ad dollars to the global market over
the next three years and China would rank second, Zenith said.
Global advertising expenditure was expected to grow by 4 percent
in 2017 reaching $558 billion, down from 4.8 percent in 2016,
Zenith said. In June, it forecast growth of 4.2 percent in 2017.
Zenith said a slowdown in Britain, usually an outperformer in
advertising spending in Western and Central Europe, would weigh.
Regional spending growth would be 2 percent in 2017 and average
2.6 percent a year to 2019. It was 3.9 percent in 2016.
In June, Zenith forecast a 0.9 percent growth in British
advertising spending in 2017, down from 9.6 percent in 2016.
Results from some advertisers have shown an upbeat picture in
North America. Publicis reported a second quarter rise in
underlying sales helped by North American revenues. Omnicom <OMC.N>,
the No. 1 U.S. advertising firm, reported better-than-expected
quarterly results in July.
However, WPP <WPP.L>, the world's largest advertising group, and
Interpublic <IPG.N> both reported weaker figures.
(Reporting by Noor Zainab Hussain in Bengaluru; Editing by
Edmund Blair)
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