Dentsu International's Global Ad Spend Forecast: June 2021

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The Dentsu International June 2021 Ad Spend report reveals ad spend and growth forecasts across 59 markets.

Global outlook : The pandemic-induced decline in global advertising spend during 2020 has proved less severe than anticipated. While 2020 remains the weakest performing year since the global financial crisis, the decline in growth during 2020 has improved since the January 2021 forecast from -8.8% to -7.2%. 

Some of the top ad spend highlights:

  • Global advertising is forecast to recover to 10.4% growth, reflecting a total spend of US$634 billion, based on proprietary dentsu data from across 59 markets. 2. This spend will exceed pre-pandemic levels, with 2020 upgraded from -8.8% forecast in January 2021 to -7.2% following increased spend during Q4 2020.
  • Digital will continually drive 2021 recovery, returning to double-digit growth of 15.6% and a total forecasted spend of US$311 billion. 
  • Above-predicted growth in Social 23.0%, Video 17.0%, and Search 16.3% will drive a 50.0% share of global spend in Digital this year.
  • Linear TV will maintain a 30.3% share of global spend and 7.1% forecasted growth, boosted by the UEFA European Football championships and Olympic & Paralympic Games sporting events

Download the full report here: Dentsu Global Ad Spend June 2021 download