Zenith Boosts Global Ad Forecast, Cites Global Economic Expansion

 Publicis Media’s Zenith unit has indeed upgraded its advertising outlook for 2018, albeit a modest one-tenth of a percentage point. Zenith now projects that global ad spending will expand 4.6% in 2018 — up from the 4.5% rate of growth it last projected in its December 2017 release.

Importantly, Zenith’s upgrade mirrors improvements in the macroeconomic outlook, which Publicis Media CEO Steve King said was the basis for the revision, when he hinted at it last week during Publicis Groupe’s investor update in Paris.

A big part of that confidence is the expansion of the global economy.

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