Don’t ever say that uncertainty stops ad spending.
So far this year, it’s held up strong despite regional conflicts, sticky inflation, high borrowing costs and the possibility of several markets slipping into a recession.
And it looks set to keep going strong for the foreseeable future. In fact, spending experts have even revised their forecasts to account for the additional upside.
GroupM now expects global ad spending to grow 7.8% in 2024 to $989.8 billion, excluding political advertising — a notable bump from its original 5.3% growth forecast. And the company predicts that 2025 will usher in the first year to ever break $1 trillion.
Most of this growth will come from the U.S. and China, which together account for nearly 60% (57.1%) of global ad dollars. That’s $44.5 billion worth of advertising this year from just those two countries alone.
GroupM’s president…
