Ad spend growth 2016-2018, by country

The graph shows a forecast of ad spend growth in selected countries from 2016 to 2018. The source projected that Italian ad spend would increase by 3.4 percent in 2018.

Change in advertising expenditure in selected countries

The source of this forecast is WARC (formerly known as World Advertising Research Center) – a privately held company headquartered in London, England. In November 2016, WARC projected that worldwide advertising spending would decrease by 0.3 percent in 2017. ZenithOptimedia – a media agency which also regularly provides ad spending information – offered a similar projection of ad spend growth. According to ZenithOptimedia the ad spending growth will amount to 4.4 percent in 2016 and 2017.↵

The WARC forecast presented above expects the fastest-paced development to take place in India, China and Russia, leaving developed markets such as Germany, Japan or France behind.

↵In 2016, China was the second largest advertising market in the world. Chinese advertising spending was estimated to be to 79.59 billion U.S. dollars in 2016, and according to figures published by the same source it is expected to reach 92.1 billion by 2017.

↵The Russian ad market is on the rise; however, it is not developing as fast-paced as in China. In 2016, ad revenue in Russia was forecasted to be 8.7 billion US dollars, and additional growth by 750,000 U.S. dollars was expected in 2017. Digital ads are gaining more importance in the Russian market. In 2016, digital advertising spending was estimated to amount to 1.53 billion U.S. dollars, and in the following year an additional increase of 140,000 U.S. dollars was prognosed.

Year-over-year change of advertising expenditure in selected countries from 2016 to 2018

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Release date

January 2018



Survey time period

January 2018

Special properties

forecast; current prices; worldwide data based on 12 major markets

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Statistics on "Advertising worldwide"

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