The year-over-year increase comes despite a relative lack of tent-pole media events. In 2014, by comparison, a trifecta of major events – Winter Olympics, FIFA World Cup and US mid-term elections – helped boost advertising outlays.
“Carat’s latest advertising forecast gives us increased optimism for the outlook for global advertising spending,” Jerry Buhlmann, CEO of Carat’s parent company Dentsu Aegis Network, said in a statement. “With harder times behind us, negative growth markets are pleasingly now a minority, and collectively we can look ahead to 2016 with positive growth predicted for all key markets.”
Global ad spending is expected to climb five per cent year-over-year in 2016, according to the report.