TNS media intelligence data enable everyone to follow month by month how the rate card advertising expenditure varies compared to the same period of the previous year. Now we looked also into the likely full year growth rate. The values were based on the first months’ expenditures and on the tendencies experienced in the last six years.
Ad spending increased by 10.1% in January-May this year on a year-to-year basis. For January-December we expect a growth of 9.5-12.5%, a range around 11.0%. If not any special effect intervenes and the year goes without any significant surprise similarly to the years passed, 95% confidence is claimed to the prediction of a 2008 growth rate to fall between the above values.
The power of the method can be estimated from its former predictions. For this reason we prepared the same data set for 2007. Telling the performance of the method one can rely on the 1.6% final ad spend increase measured last year.
