ZenithOptimedia expects global ad spending to increase by 5% in 2005. China is on course to become the third largest advertising market by 2011. China's advertising market is estimated at $9 bln today. Zenith estimates that it will grow to $12 bln in 2006 and $18 bln by 2011. If the $18 bln figure bears out, China's ad spending will pass that of France, Britain, and Germany, and be only slightly behind Japan and the United States. Ad spending for North America in 2005 will jump by 4.1% to $174.8 bln; European ad spending will increase 4.5% to $98.6 bln; Latin America will jump 4.9% to $16.7 bln; while Africa, the Middle East, and elsewhere will increase 12.8% to $18.1 bln.