Outlook 2020

OUTLOOK is an industry-wide view on how media prices are forecast to evolve, globally, in the year ahead. It’s intended to help clients, and the industry at large, plan their media budgets and control their own exposure to inflation.

WFA collects forecast data from leading media agencies and media consultants. Seventeen companies submitted data for OUTLOOK2020, including: Accenture, AuditStar, Cortex Media, DentsuAegis, DG2 Worldwide Group, Ebiquity, ECI Media Management, EMM, Havas, ID Comms, MAGNA GLOBAL (IPG MediaBrands), Media Path, Omnicom Media Group, PricewaterhouseCoopers, R3, Stars, Zenith Media.

We include over 50 markets across 7 media types. Global, regional and other summaries are weighted by spend, using Zenith’s ad spend data.

All data processing is managed by WFA and no data is shared on an individual level outside of the organisation. WFA’s strategic partner Digital Decisions, is responsible for hosting the interface.

To view the results in full screen, please click here.

These numbers represent average price inflation in its broadest sense and various assumptions have been made. For example, these data are based on:

  • full calendar year
  • all channels/publications/sites, etc
  • full range of dayparts mixture of buying routes

Ultimately these forecasts are just that, forecasts only. This data is not intended to dictate the level of fees paid to agencies in any way, which are entirely the subject of individual negotiation.

For questions, or for an Excel version of this data, please contact Ioana Danila.