Dentsu: This year’s outlook for the global advertising market has improved

By: Trademagazin Date: 2024. 06. 07. 11:02

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The total value of global advertising spending is expected to reach 754.4 billion dollars this year, which represents a 5 percent increase compared to 718.6 billion dollars in the previous year, according to a forecast recently published by the global creative, marketing and media agency network Dentsu, covering 56 countries around the world. . The growth rate of the domestic advertising market will be almost double the world average.

Dentsu’s Global Ad Spend Forecasts, the 5 percent growth forecast just released, is 0.4 percentage points higher than the rate forecast at the beginning of the year. This is mainly due to the fact that the outlook has improved in several key markets, such as the United States, the United Kingdom, Germany, France and Japan. Already since the beginning of 2024, the market has switched to a faster-than-expected pace, and in the second half of the year, significant international sporting events (the Paris Olympics or the German soccer European Championship) and the American presidential election will greatly help to maintain this momentum.

This year’s expansion of the world’s advertising expenditures is now only half caused by the inflation of media prices – experts expect an average increase of 2.6 percent in the 12 largest advertising markets, excluding the effect of currency deterioration.