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)
The leading market of global advertising in terms of spending is, and always has been, the United States. The country invested nearly 218 billion U.S. dollars in promotional activities in 2018. This figure is 2.5 times higher than that of its closest competitor, China, which in comparison only spent 85 billion dollars that year. Japan was third in line for the crown, with advertising expenditures slightly surpassing 40 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.
Advertising spending in the world's largest ad markets in 2018 (in billion U.S. dollars)
Source
More information
Statistics on "Advertising in the United Kingdom (UK)"
Discover Statista
Need help with using Statista for your research?
Tutorials and first steps
Further Content: Statistics, Studies, and Topic Pages
Statistics
- Ad spend in Africa 2015, by country
- Ad spend in Latin America 2015, by country
- Advertising spending in selected countries in Maghreb 2017
- Brazil: food advertising spending H1 2015-2017
- Brazil: beverage advertising spending H1 2015-2017
- Digital advertising spending in the United Kingdom (UK) 2007-2012, by format
- Brazil: telecommunications ad spending H1 2015-2017
- Brazil: ad spend in personal care & beauty H1 2015-2017
- Print advertising expenditure in the United Kingdom (UK) 2007-2019
- Ad spending of the leading advertisers in the U.S. 2018
- Brazil: ad spend in consumer services H1 2015-2017
- Brazil: ad spend in the retail sector H1 2015-2017
- Advertising spending in the United Kingdom (UK) 2009-2012, by industry
- Global cinema advertising expenditure 2015-2017
- Italy: advertising investments value of broadcasting companies 2016-2017
- Kia brand: ad spend in the U.S. 2015-2016
- Dairy Farmers of Canada magazine ad spend in Canada 2011-2014
- Italy: percentage change of advertising spending in jewelry industry 2017, by medium
- TV ad spend of gaming companies in the U.S. March 2019
Statistics on "Advertising in the United Kingdom (UK)"
Related topics
About Statista
