Growth of advertising spending worldwide 2000-2024

The global advertising market experienced some fairly turbulent times between 2000 and 2010, seeing growth rates as high as 11.2 percent as well as lows reaching -9.5 percent during that time period. However, since 2011 the situation has stabilized, and advertising spending growth remained on average at roughly five percent. Yet 2020 brought the coronavirus outbreak and with it a high drop in ad spend of about four percent (though previous forecasts expected a nine percent drop). According to projections, by 2024 the industry will see expenditure growth return to around 7.6 percent. Global advertising in 2022Not surprisingly, the internet will be the largest advertising medium in 2024, accounting for a little over 65 percent of global ad expenditures that year. Television, which has been the undisputed favorite among advertisers, will be overtaken by digital media. Between 2022 and 2024 TV is forecast to gain only around seven billion U.S. dollars, while mobile internet is expected to gain 147 billion dollars in the same period. Most of major media are projected to have small gains in investments during the measured period, while newspapers and magazines are projected to lose by roughly three and two billion respectively. All in all, North America will still be the most prominent region, with the U.S. poised to hold the crown for the largest advertising market in 2024. Canada and Mexico will take the second and third spots within the region, but on a global scale are not predicted to rank anywhere close to the top three markets. As a matter of fact, Asian countries, China and Japan will close the top three, making Asia the second leading region in terms of ad expenditures.

在全球广告市场，2000年至2010年期间经历了颇为动荡的岁月，增长率高达11.2%，同时也出现了-9.5%的低谷。然而，自2011年起，市场状况逐渐稳定，广告支出增长率平均维持在约5%。然而，2020年的新冠疫情爆发导致广告支出大幅下降约4%（尽管之前的预测预期降幅将达到9%）。根据预测，到2024年，该行业的支出增长率将回升至约7.6%。在2022年的全球广告领域，不出所料，互联网将成为2024年最大的广告媒介，当年全球广告支出中将占65%以上。电视，作为广告商的不二之选，将被数字媒体超越。在2022年至2024年期间，电视预计仅增长约70亿美元，而移动互联网在此期间预计将增长1470亿美元。大多数主要媒体预计在测量期间将实现小幅投资增长，而报纸和杂志预计将分别亏损约30亿和20亿美元。总的来说，北美地区仍将是广告市场的最突出地区，美国有望在2024年继续保持全球最大广告市场的地位。加拿大和墨西哥将分别在该地区占据第二和第三的位置，但在全球范围内，这两个国家并不预计能接近前三名市场。事实上，亚洲国家，尤其是中国和日本，将占据前三名，使亚洲成为广告支出领域的第二大领先地区。