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Advertising spending in the world's largest ad markets 2018
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Advertising spending in the world's largest ad markets 2018
Advertising spending in the world's largest ad markets in 2018 (in billion U.S. dollars)
by A. Guttmann,
last edited
Aug 9, 2019
The leading market of global advertising in terms of spending is, and always has been, the United States. The country invested nearly 229.7 billion U.S. dollars in promotional activities in 2018. This figure is roughly 2.5 times higher than that of its closest competitor, China, which in comparison only spent 87 billion dollars that year. Japan was third in line for the crown, with advertising expenditures slightly surpassing 43 billion dollars. In Europe, the UK and Germany are leading the pack and in Latin America Brazil is the frontrunner.
A closer look at the ad market in the United States
Television is currently the largest medium based on spending share, accounting for 36 percent of total ad expenditures in the country. However, its strong position is being challenged by digital media. According to forecasts, in 2019 digital spending is expected to slightly surpass TV, and by 2020 the difference in allocated investments will reach more than five percent in favor of digital. This may be in response to trends in general consumption of advertising in the U.S., where more than half of surveyed adults admit to not paying attention to commercials. Digital media, in contrast to TV, offers the opportunity for better targeting and personalization of ads. The only exception to this rule is addressable TV, which combines the best of both worlds. Addressable TV advertising is constantly growing and seems to be the future solution to diminishing TV investments.
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by A. Guttmann,
last edited
Aug 9, 2019
The leading market of global advertising in terms of spending is, and always has been, the United States. The country invested nearly 229.7 billion U.S. dollars in promotional activities in 2018. This figure is roughly 2.5 times higher than that of its closest competitor, China, which in comparison only spent 87 billion dollars that year. Japan was third in line for the crown, with advertising expenditures slightly surpassing 43 billion dollars. In Europe, the UK and Germany are leading the pack and in Latin America Brazil is the frontrunner.
A closer look at the ad market in the United States
Television is currently the largest medium based on spending share, accounting for 36 percent of total ad expenditures in the country. However, its strong position is being challenged by digital media. According to forecasts, in 2019 digital spending is expected to slightly surpass TV, and by 2020 the difference in allocated investments will reach more than five percent in favor of digital. This may be in response to trends in general consumption of advertising in the U.S., where more than half of surveyed adults admit to not paying attention to commercials. Digital media, in contrast to TV, offers the opportunity for better targeting and personalization of ads. The only exception to this rule is addressable TV, which combines the best of both worlds. Addressable TV advertising is constantly growing and seems to be the future solution to diminishing TV investments.
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- Release date
- July 2019
- Region
- Worldwide
- Survey time period
- June 2019
- Special properties
- estimates; current prices
- Supplementary notes
- Figures have been rounded.
Source
- Show sources information
- As a Premium user you get access to the detailed source references and background information about this statistic.
- Show publisher information
- Release date
- July 2019
More information
- Region
- Worldwide
- Survey time period
- June 2019
- Special properties
- estimates; current prices
- Supplementary notes
- Figures have been rounded.
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Statistics on "Advertising in the United Kingdom (UK)"
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- Advertising spending in the world's largest ad markets in 2018 (in billion U.S. dollars)Advertising spending in the world's largest ad markets 2018
- Advertising spending in the United Kingdom (UK) from 2006 to 2019 (in billion GBP)Advertising spending in the United Kingdom (UK) 2006-2019
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- Industry sectors ranked by advertising expenditure in the United Kingdom (UK) in 2017 (in million GBP)Advertising spending in the United Kingdom (UK) 2017, by industry sector
- Growth of advertising spending in the United Kingdom (UK) in 2017, by mediaAdvertising spending growth in the United Kingdom (UK) 2017, by media
- Advertisers ranked by advertising expenditure in the United Kingdom (UK) in 2017 (in million GBP)Highest spending advertisers in the United Kingdom (UK) 2017
- Leading creative advertising agencies in the United Kingdom (UK) in 2017, ranked by billings (in million GBP)*Billings of leading creative advertising agencies in the United Kingdom (UK) 2017
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- Television advertising revenue in the United Kingdom from 2011 to 2019 (in billion GBP)Television advertising revenue in the UK 2011-2019
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- Magazine advertising revenue in the United Kingdom (UK) from 2011 to 2020 (in billion GBP)Magazine advertising revenue in the UK 2011-2020
- Magazine advertising expenditure in the United Kingdom (UK) from 2012 to 2018, by platform (in million GBP)Magazine advertising expenditure in the United Kingdom (UK) 2012-2018, by platform
- Radio advertising revenue in the United Kingdom from 2011 to 2020 (in million GBP)Radio advertising revenue in the UK from 2011-2020
- Quarterly commercial radio share of display advertising revenue in the United Kingdom (UK) from 1st quarter 2009 to 3rd quarter 2017 (in million GBP)Commercial radio share of advertising revenue in the United Kingdom (UK) 2009-2017
- Outdoor advertising revenue in the United Kingdom from 2000 to 2017 (in million GBP)Outdoor advertising revenue in the United Kingdom (UK) 2000-2017
- Cinema advertising revenue in the United Kingdom (UK) from 2011 to 2020 (in million GBP)Cinema advertising revenue in the UK 2011-2020
- Digital media
The most important statistics
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- Social media advertising spending in the United Kingdom (UK) from 2011 to 2017 (in billion GBP)Social media advertising spending in the UK 2011-2017
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Statistics on "Advertising in the United Kingdom (UK)"
- Advertising spending in the world's largest ad markets in 2018 (in billion U.S. dollars)
- Advertising spending in the United Kingdom (UK) from 2006 to 2019 (in billion GBP)
- Net advertising spending in the United Kingdom (UK) from 1999 to 2019, by media (in million GBP)
- Industry sectors ranked by advertising expenditure in the United Kingdom (UK) in 2017 (in million GBP)
- Growth of advertising spending in the United Kingdom (UK) in 2017, by media
- Advertisers ranked by advertising expenditure in the United Kingdom (UK) in 2017 (in million GBP)
- Leading creative advertising agencies in the United Kingdom (UK) in 2017, ranked by billings (in million GBP)*
- Ranking of advertising campaigns in the United Kingdom (UK) in 2019
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- Magazine advertising revenue in the United Kingdom (UK) from 2011 to 2020 (in billion GBP)
- Magazine advertising expenditure in the United Kingdom (UK) from 2012 to 2018, by platform (in million GBP)
- Radio advertising revenue in the United Kingdom from 2011 to 2020 (in million GBP)
- Quarterly commercial radio share of display advertising revenue in the United Kingdom (UK) from 1st quarter 2009 to 3rd quarter 2017 (in million GBP)
- Outdoor advertising revenue in the United Kingdom from 2000 to 2017 (in million GBP)
- Cinema advertising revenue in the United Kingdom (UK) from 2011 to 2020 (in million GBP)
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- Digital advertising expenditure in the United Kingdom (UK) from 2008 to 2017, by format (in million GBP)
- Digital advertising revenue in the United Kingdom (UK) from 2016 to 2022, by format (in million U.S. dollars)
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- Proportion of UK adults using ad blocking technology from March 2015 to February 2018
- Ranking of digital and specialist advertising agencies located in the United Kingdom (UK) in 2019
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