Global marketing services spending 2012-2018

Industry data shows that between 2012 and 2018, global investments in marketing services were experiencing continuous growth, with the latest figures expected to surpass 450 billion U.S. dollars. Marketing services encompass areas such as public relations, data investment management, sponsorship, healthcare and direct marketing. Direct marketing is the category seeing the largest share of spending, representing roughly 75 percent of 2018 totals.

Marketing services spending in North America

    North America is believed to account for some 35 percent of global expenditures. Similarly to global trends, direct marketing makes up approximately two thirds of the spending in the region, whereas the remaining amount is split among the remaining service categories. In the United States, spending on marketing services was valued at around 240 billion U.S. dollars in 2018. Consequently, North America is seeing the highest activity in mergers and acquisitions within the marketing services sector. In 2018, close to 500 such deals took place in the region, with second and third place awarded to Europe and Asia respectively.

Marketing services spending worldwide from 2012 to 2018

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Release date

December 2017



Survey time period

2012 to 2016

Special properties

includes PR, data investment management, direct, healthcare and sponsorship

Supplementary notes

* Forecast.

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Statistics on "Public relations in the U.S."

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