"ZenithOptimedia predicts global ad expenditure will grow 4.6% in 2016, reaching US$579 billion by the end of the year. This will be a 0.7 percentage point improvement on 2015: 2016 is a ‘quadrennial’ year, when ad expenditure is boosted by the Summer Olympics, the US presidential election and the UEFA football championship in Europe. The global ad market has enjoyed stable growth since 2011, with growth rates ranging between 4% and 5% a year, and we expect it to maintain this pace for the rest of the forecast period." (Page 1)