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Dentsu has released its 2021 Ad Spend Report forecasting advertising investment to grow by 5.8% globally and 5.9% in Australia this year.
Here are the top 10 ad spend trends for 2021, according to the report:
- Global advertising spend is forecast to recover to 5.8% growth in 2021, reaching a total of US$579 billion, based on proprietary dentsu data from across 59 markets.
- This represents a significant recovery to advertising expenditure, but not enough to recoup the 8.8% drop recorded over 2020.
- A return to positive growth is predicted for all regions in 2021, driven by Western Europe (7.5%), Asia-Pacific (5.9%) and North
- America (4.0%).
- Following steep declines in 2020, the fastest growing markets in 2021 are forecast to be India (10.8%), the United Kingdom (10.4%) and France (8.9%).
- By share of global ad spend, the top five markets in 2021 will be the United States, China, Japan, the United Kingdom and Germany.
- A Q2 recovery is expected, with ad spend increasing by 2%, 13%, 4% and 3% across quarters versus 2020 on a like-for-like basis, reflecting the severe impact of lockdowns on ad spend in Q2 2020.
- For the first time, digital will reach half of total advertising expenditure in 2021, powering overall growth at a rate of 10.1%.
- Social (18.3%), search (11.0%) and video (10.8%) are the leading sources of digital growth.
- Traditional TV ad spend is forecast to grow by 1.7% in 2021 to reach US$169 billion—a 30% share of total ad spend. Sporting events, such as the UEFA European Football Championships and Tokyo Olympic & Paralympic Games, are expected to be key drivers of TV ad spend.
And the forecasts by region and by country:
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