GlobalAdSpendForecastsJanuary2020Thedeclineoftraditionaladvertisingmediumscontinues,withprintednewspapersandmagazinesforecastat-7.1%and-6.3%respectivelyin2020.However,TVandradioareexpectedtomakeamodestrecoveryat0.6%and1.7%respectively.VoiceassistantsandaddressableTVarebreathingnewlifeintotraditionalmedia.Onlinevideoisexpectedtogrowat14.6%in2020.MobileissettoovertakeTVadspendsharein2020.Globaladspendgrowthisforecastat3.9%in2020,amountingtoUS$615.4billion.However,adspendisexpectedtodeclineinsomekeymarketsin2020includingGermany,SpainandItaly,reflectingeconomictrendsinthosecountries.ChinaandIndiaareondifferentpathsintermsofadspendgrowth,forecastat5.6%and10.9%respectively.LatinAmericaisgrowingrapidlydrivenbydigitaladspend.Globaldigitaladspendgrowthisforecastat10.5%in2020,amountingtoUS$276billion.Topadspendtrendsin20201.2.3.4.5.6.7.8.9.10.2.GlobalAdSpendForecastsJanuary2020Againstabackdropoflong-runningtrendsshapingadspend—theincreasingpowerofdigital,theriseofmobile—thereareanumberofwaysinwhich2020lookssettobedifferent.Let’stakealookatthekeyadspendtrendsthisyearfrombothamarketandamediaperspective.What’snewin2020?Marketoutlook:EventsdriveadspendgloballyGlobaladspendgrowthisforecastat3.9%in2020,amountingtoUS$615.4billion,propelledbyanumberofkeysportingandpoliticaleventssuchastheTokyoOlympicsandParalympics2020,UEFAEuropeanFootballChampionshipsandtheUSPresidentialelections.TheUSelectionsaloneareestimatedtoattractasmuchas$10billioninadditionaladspend.GlobalAdSpendForecastsJanuary20203.Thecoldwindsofrecession?Theglobaloutlookseesadspendcontinuingtogrow,butforecastsacrossmanymarketshavebeenreviseddownsinceourpreviousforecastsinJune2019(seeFigure1),indicatingcautionasglobaleconomicforecastsreachtheirlowestlevelintenyears.TheAsia-Pacific(APAC)regionhasbeenreviseddownby-0.7%,despitestillbeingthefastest-growingeconomicregionintheworld.Meanwhile,theUK—stillforecasttogrowat6%in2020—hasbeenreviseddownby-0.6%followingasluggishyeareconomicallyandcontinuedBrexituncertainty.Anumbe...
