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2021 GLOBAL ADVERTISING FORECAST
WEEK #6 ∙ FEBRUARY 2021
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2021 GLOBAL ADVERTISING FORECAST WEEK #6 ∙ FEBRUARY 2021
GLOBAL ADVERTISING INVESTMENT BY MEDIA PLATFORMS Year-on-year % change, US$ Nominal
2020
IT WILL TAKE AT LEAST TWO YEARS FOR THE AD INDUSTRY TO FULLY RECOVER FROM LAST YEAR’S $63BN GLOBAL CUT. ADVERTISING INVESTMENT DECLINED BY 10.2% WORLDWIDE IN 2020.
2021
Social media Online video Online display Search All media Online classified TV Radio
ADVERTISING MARKET FORECAST BY REGION
Magazines Newspapers OOH Cinema
Source: WARC Data, Global Ad Trends: State of the Industry 2020/21
GLOBAL ADVERTISING INVESTMENT BY INDUSTRY Year-on-year % change, US$ Nominal
2020
2021
Business & Industrial Telecoms & utilities Media & publishing Financial services Pharma & healthcare Total Household & domestic Clothing & accessories Food Technology & electronics Retail Soft Drinks Leisure & entertainment Toiletries & cosmetics Automotive Alcoholic drinks Transport & tourism
REGION
2020
AFRICA
- 23.3% to $5bn
2.1%
ASIA-PACIFIC
- 9.7% to $174.4bn
8.5%
EUROPE
- 14.5% to $127 bn
10.2%
LATIN AMERICA
- 32.3% to $18.6bn
MIDDLE EAST
- 20.2% to $11.3bn
7.0%
NORTH AMERICA
- 4.3% to $221bn
3.5%
AD INVESTMENT IS FORECAST TO RISE BY 6.7% IN 2021, MEANING ONLY 59% OF LAST YEAR’S LOSSES WILL BE RECOUPED. ADVERTISING INVESTMENT WOULD NEED TO GROW BY 4.4% IN 2022 TO TOP THE PEAK RECORDED IN 2019.
THE RISE AND FALL OF THE ADVERTISING MARKET IN THE UNITED STATES
Total U.S. Advertislng Spend Forecast
Growth
2010
9%
Spending recovered with the highest growth rate since 2004.
6%
2019
Amazon became the biggest national advertiser in 2019, with Comcast in second place.
The market is expected to recover in 2021, but it is unlikely that it will retum to pre-COVID-19 levels for some time.
2021
3%
2018
Telecoms giant Comcast was the biggest national advertiser in 2018 with a total U.S. ad spend of $6.1 billion.
2000
2002
2004
2006
2008
2010
2012
2014
2016
2018
-3%
-6%
-9%
-12%
-15% Source: Group M
Flat
Source: WARC Data
Source: WARC Data, Global Ad Trends: State of the Industry 2020/21
0%
2021
2009
The Great Recession resulted in the sharpest drop recorded since the report’s inception in 1956.
2020e
Spending came to a halt as COVID-19 forced the U.S. into the deepest recession since World War II.
2020e
WITH AN ADVERTISING ECONOMY WORTH $239 BILLION IN 2019, THE UNITED STATES IS HOME TO SOME OF THE BIGGEST ADVERTISING SPENDERS IN THE WORLD. HOWEVER, THE GLOBAL COVID-19 PANDEMIC HAS RESULTED IN THE MAJOR UPHEAVAL OF ADVERTISING SPEND, AND THE MARKET IS UNLIKELY TO RECOVER FOR SOME TIME.