Expected change in selected traditional media budgets worldwide 2025

During a survey published in October 2023, over one-third – or around 34 percent – of responding global brand leadership reported plans to increase their spending on out-of-home (OOH) advertising in the following year. For radio, that share stood at 17 percent. Meanwhile, 60 and 50 percent of respondents said they planned to reduce investments in print ads and linear TV commercials, respectively.

在2023年10月发布的一项调查中，超过三分之一的全球品牌领导者在下一年计划增加户外（OOH）广告的支出，约占34%。对于广播媒体，这一比例达到了17%。与此同时，60%和50%的受访者表示，他们计划分别减少印刷广告和线性电视广告的投入。