Global Ad Spend Forecasts January 2022
dentsu ad spend forecasts show global growth of 9.2% in 2022, with the advertising market reaching US$745.0 billion, exceeding the 2019 pre-pandemic spend levels by US$117.2 billion.
Investments in advertising in Brazil forecast to grow by 5.0% in 2022 totalling US$8.7billion driven by TV spend growth at 5.4% in a year with big sporting events.
2022 builds on a stronger than expected recovery in 2021 when global ad spend exceeded 2019 levels by 8.7% and increased year-on-year by 17.0% - the highest recorded market growth by dentsu, and significantly higher than the growth in global GDP.
Digital spend is forecast to account for a 55.5% share of global spend in 2022 and is predicted to increase to 59.4% share in 2024. Key areas of growth are Connected TV, Video, Programmatic and E-commerce.
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