News & Opinion

Print remains the most important medium for 'high luxury' advertisers

ZenithOptimedia’s Luxury Advertising Expenditure Forecast shows that fashion and accessories advertisers spent 83% of their budgets in print last year, while watches and jewellery advertisers spent 60%.

The report highlights the role of print titles in providing "high quality, immersive yet relaxed reading experiences", which it describes as "a particularly suitable environment for luxury advertisers wishing to showcase their brand values".

Overall, advertising expenditure on luxury advertising will rise by 3.0% in 2016, up from 1.9% in 2015, according to the report. Acceleration will be driven by recovery in Asia and Eastern Europe. Luxury advertisers will spend a total of US $10.9 billion across the top 18 markets in 2016, up from $10.6 billion in 2015.

The report also forecasts that the UK will overtake France to become the fourth largest luxury ad market this year.

Find out more about the findings here.

by Jessie Sampson 01/06/16

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