Reversing the slowdown

The latest forecast growth figure for 2002 is 0.6%, which indicates that the economy is far from a quick recovery. The advertising market has got off to a slow start, with January being especially weak. TV has had a particularly poor showing and revenues are down 10%, according to AC Nielsen. Statistics show that the only medium not to suffer a loss was outdoor. There has, however, been some recovery going into spring and many media are reporting healthy booking levels. It is clear that the first half year will show a fall in advertising spend on traditional media. Non-traditional media such as sponsorship will continue to grow in 2002.