Outlook 2022

Outlook 2022

<p>Outlook 2022</p>

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.

 

Particular thanks to the following companies for contributing data to power our latest aggregated update of 2021/2022:

Cortex Media, Dentsu, Ebiquity, Havas, IPG Mediabrands, Omnicom Media Group, Publicis, Media Path

In this first update Cortex Media and Ebiquity played an additional, key role, to help introduce clearer criteria by which data contributors should provide their forecasts. We have a new methodology which is driving more accurate aggregated reporting.

Cortex and Ebiquity also joined forces with WFA to drive the data collection and contributor follow-up process associated with the exercise.

We are tracking price evolution across the top 21 ad spending markets and across multiple media channels. Data updates will be done twice per year (in H1 and H2).

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.

WFA members can download the full data as an Excel file (XLS) here

In order to download the file, please either log in to your account or create an account via your corporate email address.