Notes: Global advertising spending will grow by 2.3% this year (current prices), a forecast slashed from December 2014’s predicted 4.8% growth, says Warc, based on an analysis of 12 countries that make up 75% of ad expenditures tracked by the company. Online (+16.1%), cinema (3.2%) and outdoor (+0.3%) are the only media expected to see an increase in spend this year. Next year, online ad growth is forecast to be slower (+12.9%), while TV rebounds to positive growth (+2.5%) presumably on the back of Political and Olympic spending.
Even so, Warc expects the internet to overtake TV in global ad spend next year. In the US, PwC forecasts this transition to take place in 2019.
Related: US Ad Spending Trends in 2014
About the Data: The forecast is based on the following 12 markets: India; China; UK; Brazil; Australia; Germany; Japan; USA; Canada; Italy; France; and Russia.