Digital_MediaTV & Media

TV & Media

Advertising Forecast; Americas (North America & Latin America)

Report Summary:

North American Ad Spend Fell by $13.6B in 2020

Advertising expenditures are closely related to the economic health of a given country or region, as measured by Gross Domestic Product (GDP). With both North American and Latin American economies being hard hit by the COVID-19 pandemic in 2020 ad spend fell dramatically in both regions.

North American ad spend declined by 5.4% to $240.1B in 2020, as advertisers dramatically cut ad spend, particularly in the first half of the year due to the COVID-19 pandemic. Ad spend began to recover in the second half of 2020, setting up 2021 growth. By year-end 2021 ad spend will be up $7.8B, reaching $247.8B. Despite this growth, overall ad spend is not expected to recover fully until 2022.

Latin American ad spend declined by 13.8% to $25.1B in 2020. Traditional ad formats (e.g., TV, print, radio, OOH, cinema, etc.) were particularly hard hit by the COVID-19 pandemic, with ad spend down $4.4B YoY to $17.0B. Unlike North America, where digital ad formats account for the bulk of ad spend, in Latin America traditional ad formats accounted for 68% of ad spend in 2020. Television, which accounted for 78% of traditional ad spend in 2020, saw ad spend fall by $2.6B to $13.2B. TV ad spend will recover in 2021 growing by $856M in 2021 to reach $14.1B. Despite the growth, overall ad spend is not expected to fully recover until 2022.

This database provides in-depth history and forecasts of advertising expenditures for North America (U.S., Canada) and Latin America (Argentina, Brazil, Mexico, and RoLATAM) for the 2010 – 2026 time period. Key metrics include ad spend for the following segments - Total, Traditional Media, TV, Digital, Display, Digital Video, Search, Classified, Social Media, Internet Radio (U.S. Only) and Podcasting (U.S. Only).

Table of Contents

1. Title
2. Contents
3. Summary
4. North America
5. CAN
6. USA
11. Latin America
12. ARG
13. BRZ
14. MEX
15. Rest of LATAM
15. Exchange Rate
7. Pivot Table
8. Flat File
9. Definitions
10. Methodology
11. How Can We Help You
12. Contacts

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