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Advertising market worldwide - statistics & facts

Until 2020, when the coronavirus put a halt on many industries, the spending on advertising worldwide has been increasing steadily. It is expected to go back on steady growth track starting in 2021, and surpass 630 billion U.S. dollars in 2024. North America is the region that invests most in the sector, followed by Asia and Western Europe. Middle East and Africa as well as Central and Eastern Europe spend the least, however, they can boast the highest growth. American consumer goods corporation Procter & Gamble was the largest advertiser worldwide in 2018, having spent more than 10 billion U.S. dollars on ads. Other big advertisers include South Korean Samsung, French L’Oréal, and Dutch-British Unilever, respectively second, third and fourth in the ranking.

TV and radio
The global TV advertising spending in 2019 amounted to more than 176 billion U.S. dollars and it is expected to decrease, albeit slowly, to nearly 158 billion dollars by 2022. Europe together with Latin America are the only regions expected to see growth in TV investments in the measured period. Global radio advertising is projected to slightly grow between 2020 and 2022, offset by the impact of the pandemic on the industry, and ultimately reach 30.3 bllion U.S. dollars.

Print media
With regard to print media, there has been a decrease in the advertising expenditure on both newspapers and magazines, and industry forecasts are not kind to the future of print media. In 2019, global spending on magazine ads amounted to 24 billion U.S. dollars, but it is believed to drop to 17 billion in the next two years. At the same time, newspapers will not fare any better, with investments in ads declining from 43 to 31 billion U.S dollars. On top of the coronoavirus impact, digital media counterparts are disrupting the market and drawing the focus away from traditional media.

Digital and mobile
Spending on digital advertising worldwide amounted to 325 billion U.S. dollars in 2019. The sector is growing at an impressive rate and is expected to surpass 526 billion dollars in 2023. In 2019 fiscal year, American multinational technology company Google generated 134 billion U.S. dollars in revenue from digital advertising. Comparatively, Facebook and Twitter made 69 and 2.99 billion U.S. dollars on ads respectively.
Mobile internet advertising> is the fastest growing medium on the global ad market. In 2019, mobile ad spend worldwide amounted to roughly 189 billion U.S. dollars and it is expected to grow further to 247 billion by 2022. As of 2018, Asia Pacific was showing the largest potential for development, with mobile ad requests from advertisers having increased by 44 percent compared to previous year. On a global scale, ad requests have grown by 27 percent in the measured period. The highest spending industry on mobile ads in 2018 was the retail sector, accounting for 49 percent of investments into mobile promotional activities. Media followed with half of the result, and finance held only six percent of the pie.

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Advertising worldwide

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Traditional media advertising


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