Advertising Expenditure Forecast
Global ad spend forecast to shrink by 9% in 2020, according to Zenith
Advertisers pulled back spending sharply when the scale of the coronavirus crisis became clear. These declines have now started to ease and are expected to gradually moderate over the rest of the year. Zenith forecasts a 5.8% recovery in global ad spend in 2021, boosted by the rescheduled Summer Olympics and UEFA Euro 2020 football championship.
WFA is partnering with Zenith to give members access to Zenith’s regularly updated global Advertising Expenditure Forecasts.
The report includes spend data by medium and by year for 82 markets and includes historical data backdated to 2008. Also included are background economic data such as GDP growth and consumer price inflation rates, which help put the advertising expenditure figures into context.
Latest report issued: December 2020 (new reports will be issued on a quarterly basis)