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U.S. Ad Spending to Tumble 9% in 2009: JPMorgan

More gloomy predictions have been released concerning the ad industry, this time from JPMorgan analyst Alexia Quadrani.

JPMorgan expects global ad spending to slide nearly 6% in 2009, with the U.S. declining 9%, according to Adweek. Local ad spending in the U.S. will plummet 20%, while national will fall by 6%.

The U.K. is expected to fall 7%, Germany will be down 6.5%, France will slip 8.6%, Spain will drop 9% and Italy will fall 6.5%.

China will grow 7% this year, down from 13% in 2008. India will also continue to grow.

JPMorgan says the ad industry could experience a “tempered” recovery late this year or early next, though the depth of this downturn will have a negative impact on ad buy pricing that will take time to reverse.

Zenith Optimedia last week revised downward its predictions for 2009 global and North American spending. The media group is now predicting that the global advertising market will decline 6.7%, down from the 0.2% drop predicted in December.

North America will see ad spending slip 8.3% (down from a 5.7% decline predicted in December), while Western Europe’s decline is expected to be 6.7% (down from a 1% decline).

Carat has also revised its global advertising spend predictions downward. The Aegis media buying agency network is now saying that global ad spending will slip 5.8%, down from its previous prediction of 4.8% growth (forecast last August).

Ad spend in the U.S. will be down 9.8%, from a previously forecast 3.1% rise, according to Carat.

Group M is now predicting that global ad spending will fall 4.4% to $425 billion in 2009. Worse, Group M says spending will decline even further next year, sliding 6.8%.