Advertising expenditures are closely related to the economic health of a given country or region, as measured by Gross Domestic Product (GDP). Overall, advertising expenditures fell to 0.48% of EMEA GDP in 2020 as GDP in the region fell 6.4% due to the COVID-19 pandemic.
In 2020, EMEA advertising spend was down 11.8% YoY, falling $15.9B to $119.5B. As the pandemic subsides, total ad spend will grow in 2020 by $7.7B, reaching $127.3 by year-end and reach $148.5B by year-end 2026. Traditional advertising accounted for 51% of total ad spend in 2020. Digital advertising was down 5.9% in 2020, totaling $58.5B, By year-end 2026, digital advertising in EMEA will reach $84.4B, accounting for 57% of total ad spend.