Global market holding up, but Europe is treading water. - Global advertising spending in the media will rise by 4.3% in 2012, but the European market will remain weak, according to media agencies ZenithOptimedia and Magna Global. Forecasts for the year issued in March suggested global growth of 4.8%, but lower spending in April and May due to the continuation of the euro crisis has forced the estimate down. Advertising spending in the eurozone is expected to fall by 1 .1% in 2012, with southern eurozone countries particularly badly affected: Greece (-19.5%), Spain (-12%), Portugal (-10.4%) and Italy (-5%). The Euro 2012 football championships, the London Olympics and the US presidential elections will drive spending up, and ZenithOptimedia suggests the three events will lead to an advertising spend of some USD 6.3 billion, which will dampen the impact of the crisis in Europe. The events will be chiefly of benefit to Germany and the United Kingdom, which are the fourth and fifth biggest advertising markets after the United States, Japan and China. The combined effect of the advertising boom in China, Brazil and Indonesia, and growth of online advertising will keep the market buoyant into the future. In 2014, the share of advertising investment online will exceed 30% in six countries around the world, namely Australia, Canada, Norway, South Korea, Sweden and the United Kingdom. Online advertising has already risen to 39% in the United Kingdom, from 33% last year, but online advertising accounts for less than 20% of the French market. (IL/transl.fl)