Global advertising spend would increase 4.5 per cent in 2012 from 3.6 per cent last year – with the BRIC countries leading the rest, World Advertising Research Center's (Warc) latest International Advertising Forecast said.
Ad spend in Russia is expected to grow in '12 by 16.5 per cent, in India 14 per cent and in China 11.5 per cent while Brazil spending would see an 8.5 per cent lift.
Italy is the only country featured in the forecast that would likely witness a shrinkage of 0.8 per cent as the Eurozone was faced with domestic economic troubles as also broader issues.
The UK should derive gains from the Olympic Games in London, that would boost ad spend up by 4.2 per cent.
According to Suzy Young, Warc's data editor, with continuing debt worries affecting mature markets and knocking business and consumer sentiment, it was no surprise that 2012 ad-spend growth would be driven by emerging markets.
Without the support from the presidential election and major sports tournaments, the outlook would have been even worse, she said, adding, that there are some bright spots with the data, with outlook for TV looking particularly encouraging.