Digital_MediaTV & Media

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Author: Leika Kawasaki
Publication Date: Feb 03 2015
Pages: 35
Report Type: Data Table, Excel
TV & Media

Advertising Market Forecast: Global Summary



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Report Summary:

Global advertising spend was up 5.3% in 2014 surpassing the half trillion mark to reach $524.8 billion. In 2015, this will grow further to $551 billion and by year-end 2018 reach $629 billion. Traditional advertising accounted for 73% of total ad spend in 2014, of which TV advertising accounted 54%. In contrast, print advertising fell 4.8% YoY, accounting for 27% share of traditional advertising. In 2015 traditional advertising is expected to grow by 1.7% to account for 70% of total ad spend. By year-end 2018, traditional advertising's share of the total advertising market will decline to 64%. Digital advertising was up 16.3% in 2014 totaling $143.6 billion, accounting for 27% share of total ad market. By year-end 2018 digital advertising will reach $224.7 billion, accounting for over a third (36%) of total ad spend. North America accounted for the majority of total advertising spend (36.6%) in 2014, followed by Asia Pacific (27.3%), and Western Europe (21%). Traditional advertising will remain flat over the forecast period in the developed regions such as North America and Western Europe; however, driven by growth in TV advertising we expect to see the Asia Pacific and Middle East & Africa regions grow at 6% and 5% respectively. Meanwhile we have downgraded our ad spend projection to a more cautious outlook for unstable regions such as Central & Eastern Europe and Central and Latin America where political and economic instability are expected to have negative impact on the advertising sector. Nonetheless these two regions will continue to see robust growth in digital advertising. This forecast sizes and forecasts advertising spending to 2018. The key regions covered in this forecast are Asia Pacific, Central and Latin America, North America, Central and Eastern Europe, Western Europe and Middle East and Africa. 

The key segments include:
  • TV advertising
  • Print advertising
  • Radio advertising
  • Cinema advertising
  • Out-of-home advertising
  • Digital advertising
    • Search advertising
    • Display advertising
      • Video advertising
      • Banners & Other display advertising
    • Classified advertising
    • Social Networking advertising
    • Mobile advertising

Table of Contents

  • Title Page
  • Table of Content
  • Foreacast Summary
  • Global Advertising Market Forecast
  • North America Advertising Market Forecast
  • Western Europe Advertising Market Forecast
  • Central & Eastern Europe Advertising Market Forecast
  • Asia Pacific Advertising Market Forecast
  • Central & Latin America Advertising Market Forecast
  • Middle East & Africa Advertising Market Forecast
  • Total Advertising Market Summary Table
  • Traditional Advertising Market Summary Table
  • Digital Advertising Market Summary Table
  • Pivot Table
  • Flat File
  • Analyst Contact

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