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World advertising expenditure

Total global advertising expenditure reached US$290 billion in 1999, an increase of over US$15 billion on 1998. In real terms, global adspend increased by 3.4% on 1998. This was the first year since 1995 when global adspend increased by more than 3% after adjustment for inflation. The share of adspend taken by North American markets, and most importantly the USA, increased to 43. 7%, representing very little change from the situation ten years earlier. However, Europe and, to a lesser extent, the Asia/Pacific region have lost share to less mature, emerging markets over the same period. Although growing rapidly, these markets remain very small compared to those in Europe. Africa and the Middle East account for less than 1% each of total global adspend, and although the share of Latin America has almost doubled since 1990, it remains just under 6%, compared to almost 30% in Europe.