In its recent forecast, global network Carat, space purchase and media counseling specialist, confirmed trends given by ZenithOptimedia, Publicis’ media agency. Carat is owned by Dentsu, Japanese advertising firm, and Aegis Group, British advertising and market studies group.

Carat increased its ad-spend forecast by 4.5% to $538 billion in 2016 compared to the previous year. Two weeks ago, ZenithOptimedia announced a growth forecast of 4.6%. The two studies show the same investment level, slightly. The growth was stimulated by many significant events. These include US presidential elections for which $6 billion will be spent in advertising. Also, Olympic and Paralympics games of Rio, Brazil, UEFA European Football Championship in France. Even after these events, the dynamic will be maintained; a proof that announcers are truly back, not only for events.

Advertising revenues all over the world increased; this includes Africa where a particular dynamism has been observed in the sector. However, Africa still lacks figures.