More Related Content Similar to Global ad trends_2014 Similar to Global ad trends_2014 (20) 2. Contents
SECTION 3
Regional Ad Trends
.
– Overview
– Africa
– Asia Pacific
– Central/South America
– Europe
– Middle East
– North America
SECTION 2
Media Ad Trends
– Overview
– Newspapers
– Magazines
– TV
– Radio
– Cinema
– Out of home
– Internet
Notes on Data
Data Format
warc.com
SECTION 1
Global Ad Trends
Global summary
Adspend by market
Growth markets
Adspend per capita
3. Warc has conducted an annual survey of global advertising
expenditure since 1980, issuing questionnaires to monitoring
organisations and/or ad industry bodies in each of the 88
markets we track. The survey covers TV, newspapers,
magazines, internet, radio, cinema and out of home adspend.
Where possible, Warc publishes harmonised data (net of
discounts, including press classified adspend and agency
commission but excluding production costs) to give a more
accurate, comparable picture of each country's ad market.
However, this is not possible in all cases, and data collection
methods vary considerably from country to country. Please
refer to the table overleaf for further detail.
References to global and regional advertising expenditure
concern the total adspend within the 88 markets and five
regions we monitor (see overleaf). We do not estimate or
forecast markets for which we do not have a credible data
partner.
PPPs measure the buying power of local currency units when
spent in their domestic markets. They enable accurate
international comparisons of economies and prices by
removing the impact of exchange rate fluctuations. The US
economy is used as the global reference point for PPPs and is
set to an index value of 100.
Constant prices are volume measures whose values are
calculated by applying prices from a specific base period to
current quantities. This calculation produces a series of
derived prices which facilitate comparisons across different
periods. The base period for this report is 2005.
Notes on data
warc.com
4. Data format
Harmonised
Algeria
Argentina
Australia
Austria
Belgium
Brazil
Bulgaria
Canada*
Chile
China
Colombia
Costa Rica
Croatia
Cyprus
Czech Republic
Denmark
Estonia
Finland
France
Germany
Greece
Guatemala
Honduras
Hong Kong
Hungary
India
Indonesia
Ireland
Israel
Italy
Japan
Kazakhstan
Korea, Republic of
Latvia
Lithuania
Macedonia
Malaysia
Malta
Mexico*
Morocco
Netherlands
New Zealand
Nicaragua
Norway
Pan Arab
Pakistan
Peru
Philippines
Poland
Portugal
Romania
Russia
Serbia
Singapore
Slovak Republic
Slovenia
South Africa
Spain
Sweden
Switzerland
Taiwan
Tunisia
Turkey
Ukraine
UK
United States
Venezuela
Vietnam
Rate card level
Bahrain
Bosnia
Egypt
Ghana
Jordan
Kenya
Kuwait
Lebanon
Mozambique
Oman
Qatar
Saudi Arabia
Syria*
Tanzania
Thailand
Uganda
UAE
Uruguay
Yemen
Zambia
A full list of notes and sources can be found here
Note: Pan Arab refers to multi-market bookings made in the Middle East (excluding Israel) Note: No Syrian data for 2012/13
Mexican and Canadian data for 2013 are estimates
warc.com
6. 12.5 7.0 7.0 10.2 3.1
-12.8
10.9 8.6
1.7 2.1
0
100
200
300
400
500
600
-15
-10
-5
0
5
10
15
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Global adspend, current prices
% annual change US$ (billion)
Global adspend summary
© 2014 Warc
Global advertising expenditure rose
by 2.1% in 2013 when measured in US
dollars at current prices, the ninth
year of growth in the last decade. This
pushed the total to US$512.9 billion in
2013, which is comfortably the highest
level of annual expenditure recorded.
Adspend also rose annually on a PPP
basis – by 4.6% – once again reaching
a record high.
However, global adspend contracted
1.0% in 2013 when measured in Euros,
as the currency was hampered by a
weakened exchange rate over the
period.
Looking at the long–term trend, global
adspend (on a US$ basis) has risen
by a significant 41.7% since 2004,
equating to added value of
US$150.9bn.
Current prices
(billion)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 362.0 387.3 414.3 456.5 470.4 410.2 454.7 493.9 502.4 512.9 2.1% 41.7%
Euro 291.8 311.7 330.8 334.5 322.0 296.4 344.2 357.5 393.5 389.6 -1.0% 33.5%
PPP 396.6 426.2 459.4 491.0 491.6 449.7 487.9 511.1 536.4 560.9 4.6% 41.4%
7. 10.0
4.1
4.0 7.1
-1.3
-13.7
8.2 5.1
-0.9 -0.4
320
340
360
380
400
420
440
-15
-10
-5
0
5
10
15
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Global adspend, constant 2005 prices
% annual change US$ (billion)
Global adspend summary
Global advertising expenditure fell by
0.4% to US$412.1 billion in 2013 after
allowing for inflation.
The decline was more pronounced –
at 3.5% – when measured in Euros at
constant 2005 prices.
Only in PPP terms, with the impact of
exchange rate fluctuations removed,
did global adspend demonstrate
annual growth in 2013 in real terms.
A rise of 2.1% marked the fourth
consecutive year of growth by this
measure, with expenditure matching
levels last seen before the global
financial crisis.
Over the last decade, global adspend
has recorded growth of 10.8% on a
US$ basis in real terms. This
represents added value of US$40.1bn.
© 2014 Warc
Constant 2005
prices (billion)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 372.0 387.3 402.8 431.4 425.9 367.6 397.6 417.8 413.9 412.1 -0.4% 10.8%
Euro 299.8 311.7 321.5 316.0 291.2 265.3 300.9 302.0 323.8 312.5 -3.5% 4.2%
PPP 409.3 426.2 445.2 461.0 440.0 395.9 418.6 423.0 431.4 440.3 2.1% 7.6%
8. Top adspend markets, US$
Current prices
2013
(US$ million)
2013 vs 2012
% chg
Share of
regional
adspend
Share of
global
adspend
1 United States 158,550.5 2.4% 92.1% (91.7%) ▲ 30.9% (30.8%) ▲
2 China 44,820.6 18.2% 32.0% (27.2%) ▲ 8.7% (7.5%) ▲
3 Japan 39,827.0 -16.4% 28.4% (34.2%) ▼ 7.8% (9.5%) ▼
4 Germany 24,862.8 4.0% 17.8% (17.7%) ▲ 4.8% (4.8%) ◄
5 UK 24,526.4 3.2% 17.6% (17.6%) ◄ 4.8% (4.7%) ▲
6 Brazil 16,817.4 -0.2% 48.9% (50.1%) ▼ 3.3% (3.4%) ▼
7 France 16,685.4 0.8% 12.0% (12.2%) ▼ 3.3% (3.3%) ◄
8 Canada 13,662.7 -2.1% 7.9% (8.3%) ▼ 2.7% (2.8%) ▼
9 Australia 12,965.0 -4.9% 9.3% (9.8%) ▼ 2.5% (2.7%) ▼
10 Pan Arab 12,458.5 18.3% 64.7% (62.4%) ▲ 2.4% (2.1%) ▲
11 Russia 11,223.0 6.4% 8.0% (7.8%) ▲ 2.2% (2.1%) ▲
12 Italy 9,615.1 -5.0% 6.9% (7.5%) ▼ 1.9% (2.0%) ▼
13 Republic of Korea 9,326.1 6.0% 6.7% (6.3%) ▲ 1.8% (1.8%) ◄
14 Indonesia 6,990.8 9.1% 5.0% (4.6%) ▲ 1.4% (1.3%) ▲
15 Mexico 5,741.1 10.5% 16.7% (15.4%) ▲ 1.1% (1.0%) ▲
Note: Corresponding 2012 data shown in brackets.
© 2014 Warc
9. Top adspend markets, PPP
Current prices
2013
(PPP million)
2013 vs 2012
% chg
Share of
regional
adspend
Share of
global
adspend
1 United States 158,550.5 2.4% 93.3% (93.2%) ▲ 28.3% (28.9%) ▼
2 China 65,386.8 15.8% 36.1% (34.0%) ▲ 11.7% (10.5%) ▲
3 Japan 38,173.1 4.4% 21.1% (22.0%) ▼ 6.8% (6.8%) ◄
4 UK 23,151.8 4.2% 17.3% (16.8%) ▲ 4.1% (4.1%) ◄
5 Germany 22,108.3 0.1% 16.5% (16.7%) ▼ 3.9% (4.1%) ▼
6 Brazil 18,199.2 4.0% 42.0% (42.4%) ▼ 3.2% (3.3%) ▼
7 France 13,885.9 -2.2% 10.4% (10.8%) ▼ 2.5% (2.6%) ▼
8 Russia 13,571.8 3.7% 10.1% (9.9%) ▲ 2.4% (2.4%) ◄
9 India 12,813.6 3.5% 7.1% (7.5%) ▼ 2.3% (2.3%) ◄
10 Republic of Korea 12,721.6 2.2% 7.0% (7.5%) ▼ 2.3% (2.3%) ◄
11 Pan Arab 12,458.5 18.3% 64.6% (62.6%) ▲ 2.2% (2.0%) ▲
12 Canada 11,420.3 1.1% 6.7% (6.8%) ▼ 2.0% (2.1%) ▼
13 Indonesia 10,408.4 18.3% 5.8% (5.3%) ▲ 1.9% (1.6%) ▲
14 Australia 8,636.5 2.5% 4.8% (5.1%) ▼ 1.5% (1.6%) ▼
15 Mexico 8,405.0 6.6% 19.4% (19.1%) ▲ 1.5% (1.5%) ◄
Note: Corresponding 2012 data shown in brackets.
© 2014 Warc
10. Growth markets, US$
Current prices
2013
(US$ million)
2013 vs 2012
% chg
1 Algeria 170.9 51.4%
2 Qatar 628.4 35.6%
3 Zambia 51.9 33.3%
4 Oman 355.3 31.2%
5 Vietnam 1,073.1 21.2%
6 Ghana 161.7 18.3%
= Pan Arab 12,458.5 18.3%
8 China 44,820.6 18.2%
9 Poland 2,747.5 15.4%
10
Bosnia &
Herzegovina
582.8 15.1%
11 Bulgaria 578.3 15.0%
12 Slovak Republic 1,415.6 13.4%
13 Portugal 2,844.7 12.9%
14 Ukraine 1,205.4 12.7%
15 Lebanon 517.6 11.9%
© 2014 Warc
Top growth markets, 2013 vs 2012 Top growth markets, 2013 vs 2004
Current prices
2013
(US$ million)
2013 vs 2004
% chg
1 Kenya 1,096.9 937.7%
2 Qatar 628.4 575.0%
3 Pan Arab 12,458.5 541.3%
4 China 44,820.6 477.4%
5 Macedonia 256.5 440.0%
6 Uganda 201.4 421.8%
= Vietnam 1,073.1 400.0%
8 Oman 355.3 396.9%
9 Argentina 4,913.6 390.6%
10 Indonesia 6,990.8 298.4%
11 Brazil 16,817.4 263.0%
12 Ukraine 1,205.4 247.4%
13 Costa Rica 472.0 218.5%
14 Russia 11,223.0 202.5%
15 Nicaragua 114.9 199.2%
11. Growth markets, PPP
Current prices
2013
(PPP million)
2013 vs 2012
% chg
1 Algeria 236.8 56.5%
2 Qatar 619.4 38.8%
3 Oman 419.0 36.0%
4 Zambia 59.1 31.8%
5 Indonesia 10,408.4 18.3%
= Pan Arab 12,458.5 18.3%
7 Vietnam 2,255.0 18.1%
8 Ghana 322.8 16.3%
9 China 65,386.8 15.8%
10 Bulgaria 1,145.4 14.0%
11 Poland 4,350.5 12.9%
12 Argentina 7,807.0 12.0%
=
Bosnia &
Herzegovina
1,049.5 12.0%
= Malaysia 4,505.1 12.0%
15 Peru 1,191.8 11.6%
© 2014 Warc
Top growth markets, 2013 vs 2012 Top growth markets, 2013 vs 2004
Current prices
2013
(PPP million)
2013 vs 2012
% chg
1 Kenya 1,955.3 562.6%
2 Pan Arab 12,458.5 541.3%
3 Macedonia 566.7 359.2%
4 Qatar 619.4 309.4%
5 Uganda 477.5 304.3%
6 China 65,386.8 246.3%
7 Argentina 7,807.0 220.0%
8 Oman 419.0 209.2%
9 Vietnam 2,255.0 198.5%
10 Slovak Republic 1,967.1 181.3%
11 Hong Kong 7,643.4 175.7%
12 Nicaragua 284.2 154.2%
13 Indonesia 10,408.4 134.3%
14 Tanzania 208.1 129.2%
15 Costa Rica 585.5 114.9%
12. Adspend Per Capita
2013,
Current prices
Adspend per
capita, US$
Hong Kong 756.0
Australia 558.7
Norway 512.7
Switzerland 507.8
United States 501.2
Austria 496.6
Sweden 406.3
New Zealand 395.7
Canada 389.2
Denmark 386.5
UK 382.7
Uruguay 354.4
Finland 324.3
Japan 312.8
Belgium 312.2
2004,
Current prices
Adspend per
capita, US$
United States 524.0
UK 415.2
Switzerland 393.8
Australia 373.5
Ireland 359.8
Norway 355.1
Austria 324.9
New Zealand 320.8
Denmark 313.0
Hong Kong 308.1
Sweden 300.7
Finland 296.0
Japan 294.5
Belgium 268.0
Netherlands 261.3
2013,
Current prices
Adspend per
capita, PPP
Hong Kong 1,055.1
United States 501.2
Austria 432.4
Australia 372.2
Slovak
Republic
363.5
UK 361.3
Uruguay 356.8
Singapore 341.7
Canada 325.3
Qatar 306.6
Japan 299.8
New Zealand 298.2
Portugal 296.9
Pakistan 295.9
Switzerland 289.8
2004,
Current prices
Adspend per
capita, PPP
Unites States 524.0
Hong Kong 407.9
Australia 371.5
UK 346.1
Singapore 326.8
Uruguay 315.9
New Zealand 313.9
Austria 296.7
Norway 285.0
Ireland 284.6
Switzerland 274.6
Canada 268.1
Bahrain 261.7
Portugal 245.6
Finland 239.1
© 2014 Warc
Adspend per capita, US$ current prices Adspend per capita, PPP current prices
14. Media Overview
0
100
200
300
400
500
600
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Global adspend by medium, current prices
Newspapers Magazines Television Radio Cinema Outdoor Internet
414.3
456.5 470.4
410.2
454.7
493.9
362.0
502.4 512.9
© 2014 Warc
Global adspend reached US$512.9bn in 2013,
an annual increase of 2.1% compared with
2012. If we look at the data in the longer term,
global adspend has risen by a significant
41.7% over the last ten years. During this time,
there have been major shifts in the allocation
of advertising budgets by media channel.
TV remains the biggest advertising medium
globally with a 40.8% share of total adspend,
having recorded overall spend of US$209.5bn
in 2013. The channel has registered significant
growth of 55.7% since 2004. Over the same
period, internet advertising spend has grown
from US$15.5bn in 2004 to US$120.4bn in 2013,
an increase of 674.7%. This equates to a ten
year rise in share of global adspend from 4.3%
in 2004 to 23.5% in 2013.
387.3
Long–term trends in share of global adspend by medium
Current prices,
US$ billion
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs
2012
2013 vs
2004
Newspapers 114.2 118.0 120.0 124.3 118.2 94.5 96.6 98.0 89.9 83.3 -7.4% -27.1%
Magazines 43.3 46.3 48.1 51.4 51.0 38.6 39.0 39.6 35.6 33.1 -7.1% -23.5%
Television 134.5 142.3 150.9 166.9 176.5 160.5 185.8 201.3 207.4 209.5 1.0% 55.7%
Radio 32.3 33.3 34.2 36.0 35.2 30.0 32.4 33.6 34.0 34.0 -0.2% 5.2%
Cinema 1.6 1.7 1.8 2.2 2.2 2.0 2.3 2.5 2.5 2.5 -1.7% 56.4%
Out of home 20.6 23.2 24.7 27.8 29.6 26.0 27.6 29.8 30.4 30.2 -0.6% 46.5%
Internet 15.5 22.5 34.6 47.9 57.7 58.4 71.1 89.1 102.5 120.4 17.5% 674.7%
15. 31.5%
12.0%
37.2%
8.9%
0.4%
5.7%
4.3%
2004
16.2%
6.5%
40.8%
6.6%
0.5%
5.9%
23.5%
2013
Share of global adspend by medium
Media Overview
Current prices,
US$ billion
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs
2012
2013 vs
2004
Newspapers 31.5% 30.5% 29.0% 27.2% 25.1% 23.0% 21.2% 19.8% 17.9% 16.2% -1.7pp -15.3pp
Magazines 12.0% 12.0% 11.6% 11.3% 10.8% 9.4% 8.6% 8.0% 7.1% 6.5% -0.6pp -5.5pp
Television 37.2% 36.7% 36.4% 36.6% 37.5% 39.1% 40.9% 40.8% 41.3% 40.8% -0.5pp 3.6pp
Radio 8.9% 8.6% 8.2% 7.9% 7.5% 7.3% 7.1% 6.8% 6.8% 6.6% -0.2pp -2.0pp
Cinema 0.4% 0.4% 0.4% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.5% 0.0pp 0.1pp
Out of home 5.7% 6.0% 6.0% 6.1% 6.3% 6.3% 6.1% 6.0% 6.1% 5.9% -0.2pp 0.2pp
Internet 4.3% 5.8% 8.4% 10.5% 12.3% 14.3% 15.6% 18.0% 20.4% 23.5% 3.1pp 17.7pp
© 2014 Warc
US$
512.9bn
US$
362.0bn
Long–term trends in share of global adspend by medium
This rapid expansion for internet has come at
the expense of the print sector – inclusive of
both newspapers and magazines – which has
seen total advertising spend fall by US$41.1bn
over the last ten years, to just US$116.4bn. The
combined print total is now lower than that for
internet. Both newspapers and magazines
have seen their shares of total global adspend
roughly halve since 2004.
Both out of home and cinema have maintained
their overall shares of global adspend since
2004, with marginal increases of 0.2pp and
0.1pp respectively. Out of home accounted for
total spend of US$30.2bn in 2013, while cinema
– the smallest advertising channel measured –
registered just US$2.5bn. Radio, with adspend
of US$34.0bn in 2013, has seen a decline of
2.0pp overall from 2004.
16. Newspaper adspend
© 2014 Warc
Current prices
2013
(US$ million)
2013 vs 2012
% chg
2013 vs 2004
% chg
1 United States 18,083.3 -8.2% -61.3%
2 Germany 7071.3 -4.2% -18.5%
3 China 5885.2 -9.9% 111.2%
4 Japan 5817.3 -19.2% -35.5%
5 United Kingdom 3807.8 -9.2% -59.3%
6 Canada 3019.5 -13.9% 5.7%
7 Australia 2434.1 -22.4% -13.2%
8 France 2352.4 -3.8% -33.7%
9 Indonesia 2240.9 0.0% 374.2%
10 Republic of Korea 2188.9 -3.8% -15.9%
11 India 1977.9 -2.0% 132.2%
12 Hong Kong 1704.4 8.8% 120.1%
13 Austria 1676.0 5.5% 44.3%
14 Argentina 1541.2 1.3% 306.6%
15 Brazil 1509.7 -12.9% 90.7%
16 Malaysia 1237.8 10.6% 107.3%
17 Italy 1192.7 -16.8% -44.2%
18 Switzerland 1113.4 -9.5% -15.5%
19 Netherlands 1086.4 -0.3% -39.3%
20 Sweden 1061.7 -5.0% -24.5%
Top markets by newspaper adspend
Over the course of the last ten years, newspapers’ share of global
adspend has halved – dipping from 31.5% of the total in 2004 to just
16.2% in 2013. Back in 1980, when Warc first started measuring
international adspend data, newspapers had a 45.5% share of global
ad revenues.
Newspapers recorded US$83.3bn in adspend last year, following a
decline of 7.4% from 2012. All regions bar the Middle East recorded
dips in spend in 2013. Despite an overall fall of 31.9% over the last ten
years, Europe accounts for the biggest share of global newspaper
adspend, on US$26.3bn. North America has also seen a significant
long term decline in spend, dropping 57.4% since 2004 to US$21.1bn.
Asia Pacific, by contrast, has recorded ten-year growth of 18.4%, and is
now the second biggest spending region, on US$25.8bn.
The US is by far the biggest individual market for newspapers,
grossing US$18.1bn in adspend in 2013, but like many established
markets has recorded steep overall losses – down 61.3% since 2004.
Emerging markets, however, continue to record strong increases in
spend for the medium. Qatar and Oman have both seen newspaper
advertising spend rise in excess of 500% since 2004, to reach
US$517.4m and US$331.2m in 2013 respectively.
17. 7.2
0.7
-1.1
0.7
-8.9
-21.0
-0.5
-1.9
-10.7 -9.6
0
20
40
60
80
100
120
140
-25
-20
-15
-10
-5
0
5
10
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Adspend, US$ constant 2005 prices
Annual % change US$ (billion)
Share of adspend by global region
Africa Asia Pacific Central & South America Europe Middle East North America
2004 2013
US$
83.3bn
0.8%
19.1%
1.3%
33.8%
1.6%
43.4%
Note: Number of measured markets shown in brackets
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
1 Qatar 517.4 43.6% 522.6%
2 Ghana 16.0 39.2% –
3 Morocco 88.1 37.3% –
4 Oman 331.2 37.3% 521.4%
5 Colombia 341.8 29.1% –
6 Nicaragua 18.4 25.0% 8.9%
7 Kenya 119.1 14.5% 287.9%
8 Algeria 36.1 14.4% –
9 Slovak Republic 73.2 13.2% 63.8%
10 Bahrain 67.5 12.5% 19.7%
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
Africa 1,455.3 -13.4% 63.5%
Asia Pacific 25,830.9 -9.0% 18.4%
C/S America 4,919.5 -5.8% 220.9%
Europe 26,268.3 -6.0% -31.9%
Middle East 3,678.7 7.5% 104.8%
North America 21,102.8 -9.1% -57.4%
Global 83,255.4 -7.4% -27.1%
© 2014 Warc
Newspaper adspend
Newspaper adspend by global region
(38) (46)(45)
Top markets by annual growth, 2013
US$
114.2bn
(45) (46) (48)
(73)
(51) (51)
(86)(78) (79) (87)(85)(83)
(87)
(86) (86)
1.7%
31.0%
5.9%
31.6%
4.4%
25.3%
18. Magazine adspend
© 2014 Warc
Current prices
2013
(US$ million)
2013 vs 2012
% chg
2013 vs 2004
% chg
1 United States 12,033.6 -5.1% -30.5%
2 Germany 3,050.0 2.6% -16.2%
3 Japan 2,356.1 -19.9% -30.2%
4 France 1,998.6 -7.1% -32.5%
5 United Kingdom 1,228.6 -10.2% -64.7%
6 Canada 986,4 -5.4% 9.0%
7 Brazil 824.0 -16.4% 108.1%
8 China 713.9 -5.7% 189.7%
9 Hong Kong 713.2 0.7% 122.9%
10 Italy 702.0 -21.4% -57.3%
11 Russia 671.5 -10.8% 45.7%
12 Australia 661.1 -14.3% -8.2%
13 Switzerland 629.0 -6.2% 19.4%
14 Netherlands 550.5 -1.8% -42.1%
15 Austria 408.7 0.3% -16.3%
16 Spain 337.1 -16.4% -59.1%
17 Pan Arab 288.3 -8.6% 94.5%
18 Sweden 276.3 -3.3% -12.7%
19 South Africa 271.2 -15.9% 2.3%
20 Republic of Korea 267.0 -5.9% 26.1%
Top markets by magazine adspend
Similarly to newspapers, the magazine sector has seen its share of
total global advertising expenditure shrink by almost half in the ten
years from 2004. Magazines represented just 6.5% of total adspend in
2013, or US$33.1bn, following a year-on-year decline of 7.1% from 2012.
Historically, North America and Europe have accounted for the biggest
proportion of magazine advertising spend and, despite gains in share
for other regions in recent years, still represent a combined share of
75% of spend – or US$13.0bn and US$11.9bn respectively. It therefore
follows that the US, with US$12.0bn in magazine adspend, and
Germany (US$3.1bn) are the two biggest spending markets, followed
by Japan, France and the UK. The top five markets have all seen
magazine spend decline in both the short and long term. More
positively, Brazil, China and Hong Kong – amongst the top ten
magazine markets – have all seen magazine adspend more than
double since 2004.
Nicaragua recorded the sharpest year-on-year increase in magazine
adspend in 2013, rising by 53.4% to US$2.7m. Morocco followed, with
expenditure growing 37.3% annually to record US$37.3m, while Kenya
was the third-fastest growth market, after an annual rise of 22.9% put
magazine adspend at US$9.6m.
19. 7.2
4.4
1.0
4.0
-4.8
-24.7
-1.2 -1.4
-12.0
-8.7
0
10
20
30
40
50
60
-25
-20
-15
-10
-5
0
5
10
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Adspend, US$ constant 2005 prices
Annual % change US$ (billion)
Share of adspend by global region
Africa Asia Pacific Central & South America Europe Middle East North America
2004 2013
US$
33.1bn
1.0%
17.2%
4.3%
35.9%
2.3%
39.3%
0.7%
13.1%
1.2%
41.9%
1.1%
42.1%
Note: Number of measured markets shown in brackets
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
1 Nicaragua 92.0 53.4% 1,250.0%
2 Morocco 33.5 37.3% –
3 Kenya 143.4 22.9% 255.6%
4 Chile 20.7 14.7% 48.1%
5 Algeria 1,002.9 14.4% –
= Latvia 682.8 14.4% -23.5%
7 Estonia 465.4 12.2% 32.7%
8 Poland 1,339.5 11.4% -6.4%
9 Peru 1,949.4 7.7% –
10 Oman 309.0 7.2% 61.4%
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
Africa 322.0 -13.7% 8.3%
Asia Pacific 5,682.9 -12.4% 0.6%
C/S America 1,421.7 -11.8% 184.7%
Europe 11,879.3 -5.8% -34.4%
Middle East 767.0 -5.5% 60.5%
North America 13,020.1 -5.1% -28.6%
Global 33,093.0 -7.1% -23.5%
© 2014 Warc
Magazine adspend
Magazine adspend by global region
(38) (46)(45)
Top markets by annual growth, 2013
US$
43.3bn
(71) (83)(76) (77)
(83)
(82)(80)
(83)
(82) (82)
20. Television adspend
© 2014 Warc
Current prices
2013
(US$ million)
2013 vs 2012
% chg
2013 vs 2004
% chg
1 United States 63,377.0 -0.6% 18.2%
2 Japan 17,350.7 -17.1% -0.5%
3 China 15,832.5 8.6% 351.2%
4 Pan Arab 12,159.7 19.2% 591.0%
5 Brazil 10,653.5 -0.2% 265.0%
6 United Kingdom 6,973.4 1.7% -6.8%
7 Germany 6,024.8 5.6% 14.3%
8 Russia 5,399.7 5.7% 240.8%
9 France 4,765.5 -0.3% 5.4%
10 Italy 4,682.7 -7.0% -17.1%
11 Indonesia 4,586.8 15.2% 285.2%
12 Australia 4,245.2 -4.2% 60.7%
13 Canada 3,866.5 -5.2% 44.4%
14 Mexico 3,490.7 9.3% –
15 Republic of Korea 3,456.7 1.9% 100.3%
16 Argentina 2,305.0 13.3% 422.8%
17 Spain 2,261.7 -3.0% -31.8%
18 Thailand 2,253.8 2.9% 92.2%
19 South Africa 2,198.0 -11.6% 154.6%
20 Portugal 1,949.4 19.9% 42.8%
Top markets by television adspend
Since overtaking newspapers in 2001, TV has been the biggest
advertising medium globally and accounted for 40.8% of total spend
in 2013, equivalent to US$209.5bn. It recorded an annual increase of
1.0% last year compared with 2012. Despite predictions that internet
spend will supersede all traditional media in future, the data show us
that TV is also a growing channel globally – its share of total adspend
has increased 3.6pp from ten years ago.
With total TV adspend of US$67.2bn (or a 32.1% share), North
America attracts the greatest regional spend, followed by Asia Pacific
on US$57.8bn (27.6%) and Europe on US$47.1bn (22.5%). While
emerging markets are driving growth, as can be seen in the 380.2%
increase experienced by Asia Pacific over the last ten years, it is
significant that all global regions recorded increases of around 20%
and above based on this timeframe. As would be expected, the US is
the biggest TV market with U$63.4bn in advertising revenues, almost
four times the amount recorded by Japan in second place, on
US$17.4bn.
The greatest year-on-year increases in TV advertising spend were
recorded in Africa, with Algeria rising 104.3% to US$92.0m, and
Zambia’s revenues accelerating 59.1% to US$33.5m.
21. 11.9
2.9 2.9
7.3
1.0
-10.3
12.6
4.7
0.1
-1.9
0
20
40
60
80
100
120
140
160
180
-15.0
-10.0
-5.0
0.0
5.0
10.0
15.0
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Adspend, US$ constant 2005 prices
Annual % change US$ (billion)
Share of adspend by global region
Africa Asia Pacific Central & South America Europe Middle East North America
2004 2013
US$
209.5bn
0.8%
23.7%
3.1%
28.7%
1.8%
41.9%
Note: Number of measured markets shown in brackets
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
1 Algeria 92.0 104.3% –
2 Zambia 33.5 59.1% –
3 Slovenia 143.4 46.3% 119.6%
4 Qatar 20.7 36.9% 176.0%
5 Vietnam 1,002.9 26.4% 587.4%
6 Greece 682.8 25.8% -24.9%
7 Bulgaria 465.4 21.9% 180.7%
8 Poland 1,339.5 20.9% 68.7%
9 Hungary 1,949.4 19.9% 42.8%
= Portugal 309.0 19.9% 68.4%
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
Africa 3,437.2 -11.5% 225.1%
Asia Pacific 57,808.4 -2.1% 81.6%
C/S America 20,159.6 2.9% 380.2%
Europe 47,148.5 3.8% 22.0%
Middle East 13,694.8 18.0% 454.2%
North America 67,243.6 -0.9% 19.4%
Global 209,492.2 1.0% 55.7%
© 2014 Warc
Television adspend
Television adspend by global region
(38) (46)(45)
Top markets by annual growth, 2013
US$
134.5bn
(45) (46) (48)
(74)
(79)
(51) (51)
(87)
(82)
(79) (80) (88)(86)
1.6%
27.6%
9.6%
22.5%
6.5%
32.1%
(84) (88) (87) (87)
22. Radio adspend
© 2014 Warc
Current prices
2013
(US$ million)
2013 vs 2012
% chg
2013 vs 2004
% chg
1 United States 15,265.3 -1.2% -25.9%
2 China 2,185.0 11.8% 449.3%
3 Canada 1,666.9 0.0% 72.5%
4 Japan 1,159.2 -18.4% -23.2%
5 Australia 1,090.6 -5.4% 60.2%
6 Germany 1,089.7 7.1% 29.1%
7 France 1,089.6 2.9% -4.7%
8 United Kingdom 838.6 -4.0% -28.6%
9 South Africa 697.0 -8.3% 133.3%
10 Brazil 605.6 -0.1% 195.0%
11 Russia 570.4 9.5% 137.2%
12 Spain 535.9 -8.0% -20.1%
13 Mexico 532.9 8.8% –
14 Kenya 517.9 -3.4% 976.7%
15 Belgium 482.7 7.5% 71.0%
16 Italy 468.6 -6.3% -5.7%
17 Netherlands 318.7 6.9% 2.7%
18 Colombia 289.1 7.5% –
19 Austria 240.5 4.3% 17.9%
20 Philippines 221.6 3.8% 218.8%
Top markets by radio adspend
While advertising spend on radio has remained largely consistent in
terms of value over the last ten years – it accounted for US$34.0bn in
2013 compared with US$32.3bn in 2004 – its share of total global
adspend has decreased. The medium now accounts for just 6.6% of
global ad revenues, having peaked at 9.7% in 2002.
Of the six global regions measured, four saw radio record year-on-
year declines in 2013, with just Central and South America (2.4%) and
Europe (2.0%) recording net increases. North America is by far the
largest global spender, amassing just under 50% of all revenues,
equivalent to US$16.9bn. However, the channel has recorded a long
term decline in spend in the region, having dropped by 21.5% since
2004. By contrast, Europe, the second biggest radio region with
US$7.1bn in advertising spend last year, has recorded long term
growth – rising by 10.2% since 2004.
Despite a decline in advertising spend of 25.9% over the last ten years,
the US remains by far the biggest individual market for radio
advertising on US$15.3bn in 2013. The US radio market is seven times
the size of that of China, the next biggest spender on US$2.2bn. In third
position is Canada with spend of US$1.7bn. In terms of fastest growth
markets in 2013, Mozambique saw year-on-year radio adspend rise
78.8% to US$6.3m.
23. Share of adspend by global region
Africa Asia Pacific Central & South America Europe Middle East North America
2004 2013
US$
34.0bn
5.1%
17.8%
5.9%
20.9%
0.5%
49.9%
4.9
0.1
-0.4
2.4
-6.1
-15.6
5.2
0.5
-1.8 -2.2
0
5
10
15
20
25
30
35
40
-20
-15
-10
-5
0
5
10
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Adspend, US$ constant 2005 prices
Annual % change US$ (billion)
(74) (79)
1.3%
10.7%
1.0%
20.0%0.4%
66.8%
Note: Number of measured markets shown in brackets
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
1 Mozambique 6.3 78.8% –
2 Algeria 12.4 69.5% –
3 Ghana 74.8 31.3% –
= Vietnam 1.4 30.5% 180.0%
5 Qatar 7.1 25.1% 1,083.3%
6 Lebanon 5.3 22.7% -72.1%
7 Romania 84.0 21.9% 163.3%
8 Morocco 129.4 19.8% –
9 Bahrain 1.9 19.6% 137.5%
10 Latvia 11.3 18.2% 3.7%
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
Africa 1,718.4 -3.2% 319.3%
Asia Pacific 6,036.4 -0.3% 75.5%
C/S America 1,998.1 2.4% 528.1%
Europe 7,103.4 2.0% 10.2%
Middle East 176.9 -6.9% 54.2%
North America 16,932.1 -1.1% -21.5%
Global 33,965.3 -0.2% 5.2%
© 2014 Warc
Radio adspend
Radio adspend by global region
(38) (46)(45)
Top markets by annual growth, 2013
US$
32.3bn
(45) (46) (48)
(69) (79)
(51) (51)
(80) (82)(75) (79) (82) (82)
24. Cinema adspend
© 2014 Warc
US$ million,
current prices
2013
2013 vs 2012
% chg
2013 vs 2004
% chg
1 United States 753.3 0.7% 86.4%
2 United Kingdom 287.7 -15.4% -1.9%
3 Thailand 244.7 -3.8% 637.0%
4 France 134.7 -10.4% 45.2%
5 Germany 117.0 -6.4% -41.6%
6 Australia 108.2 6.8% 80.3%
7 Mexico 82.2 4.1% –
8 Argentina 61.5 2.3% 312.8%
9 South Africa 50.9 45.8% 29.5%
10 Brazil 47.9 -11.5% 195.7%
11 Russia 44.9 13.5% 172.1%
12 UAE 42.4 48.3% 450.6%
13 Republic of Korea 42.0 6.0% 28.0%
14 Belgium 40.0 11.3% 42.9%
15 Poland 39.4 18.6% 392.5%
16 Italy 39.0 -19.8% -65.3%
17 India 35.7 -1.5% 202.5%
18 Turkey 30.2 0.0% 89.9%
19 Venezuela 29.8 -15.1% –
20 Switzerland 28.1 -12.3% -14.8%
Top markets by Cinema adspend
Cinema is historically the smallest medium for adspend, however data
for all markets are not readily available (51 of the total 88 markets were
measured in 2013). Advertising expenditure on the silver screen totalled
US$2.5bn, a 0.5% share of the global all-media total. While this marked
a decline in adspend of 1.7% against 2012, it also represented a long-
term increase of US$1bn (+56.4%) from 2004.
The largest share of 2013 expenditure was seen in Europe, at 37.2% –
US$928.8m. Europe has long been the biggest spending region for
cinematic advertising, however its share of global expenditure has
eroded 22.1pp since 2004. Conversely, the second-largest region, North
America, has seen it’s share grow 4.9pp over the same period, with
expenditure totalling US$753.3m in 2013. Asia Pacific, currently third
largest in terms of adspend, is the region to gain most share over the
last ten years, accounting for 18.4% of 2013 expenditure compared with
9.7% in 2004 (+8.7pp).
The US is the largest national market globally with US$753.3m in
advertising revenues: an annual growth of 0.7% and a 86.4% increase
from 2004. The UK ranks second, on US$287.7, despite a 15.4% fall from
2012. Rapid growth in Thailand put the market third, though the data for
the market are at rate card level.
25. 20.8
5.5
2.4
16.0
-4.6
-7.6
9.7
2.7
-0.1
-4.2
0.0
0.5
1.0
1.5
2.0
2.5
-10
-5
0
5
10
15
20
25
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Adspend, US$ constant 2005 prices
Annual % change US$ (billion)
Share of adspend by global region
Africa Asia Pacific Central & South America Europe Middle East North America
2004 2013
US$
2.5bn
2.6%
9.7%
2.1%
59.3%
1.0%
25.3%
Note: Number of measured markets shown in brackets
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
1 Lithuania 0.7 75.6% 600.0%
2 Morocco 4.2 54.8% –
3 UAE 42.4 48.3% 450.6%
= South Africa 50.9 45.8% 29.5%
5 Finland 4.1 37.8% 46.4%
6 Denmark 14.2 23.1% 67.1%
7 Ireland 9.2 19.2% -26.4%
8 Poland 39.4 18.6% 392.5%
9 New Zealand 6.6 15.7% -23.3%
10 Israel 11.9 14.8% 98.3%
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
Africa 55.5 45.8% 32.1%
Asia Pacific 458.9 0.2% 196.3%
C/S America 244.3 -2.5% 638.1%
Europe 928.8 -7.5% -1.9%
Middle East 57.4 36.5% 258.8%
North America 753.3 0.7% 86.4%
Global 2,498.1 -1.7% 56.4%
© 2014 Warc
Cinema adspend
Cinema adspend by global region
Top markets by annual growth, 2013
US$
1.6bn
(45) (47) (46) (48) (49) (51) (51) (51)
2.2%
18.4%
9.8%
37.2%
2.3%
30.2%
(51) (51)
26. Out of home adspend
© 2014 Warc
Current prices
2013
(US$ million)
2013 vs 2012
% chg
2013 vs 2004
% chg
1 United States 6,256.9 4.7% 14.4%
2 Japan 5,761.9 -15.6% 14.7%
3 China 2,450.0 13.1% 311.3%
4 France 1,705.5 1.7% 1.5%
5 United Kingdom 1,546.3 0.9% -0.4%
6 Russia 1,407.0 4.6% 119.4%
7 Germany 1,301.6 6.1% 32.3%
8 Hong Kong 752.6 15.3% 759.1%
9 Switzerland 609.6 0.8% 43.8%
10 Australia 577.4 1.0% 118.2%
11 Canada 573.8 0.2% 109.8%
12 Republic of Korea 540.5 9.1% 184.8%
13 Brazil 514.7 10.2% 124.2%
14 Mexico 445.1 4.1% –
15 Spain 374.4 -10.7% -36.4%
16 Thailand 334.9 1.8% 242.1%
17 India 302.8 -1.2% 79.4%
18 Saudi Arabia 288.9 12.1% 426.2%
19 Austria 279.9 1.6% 67.0%
20 Italy 272.9 -2.9% 14.4%
Top markets by out of home adspend
Including roadside, transport and in-store, out of home advertising
expenditure accounted for a 5.9% share of total global adspend in
2013. The channel recorded a marginal year-on-year decline in spend
of 0.6% to record a total value of £30.2bn. Despite this dip, out of home
has performed well over the last ten years, maintaining its share of the
total market, which is up by 0.2pp from 2004. New digital formats have
enabled the channel to further diversify and attract new advertisers.
The biggest region for out of home advertising is Asia Pacific, it takes a
36.6% share of total OOH spend, followed by Europe (31.7%), and then
North America, which is less reliant on the medium on 22.6%. However,
the US remains the biggest individual OOH market with spend of
US$6.3bn in 2013, representative of an increase of 4.7% from the
previous year. Japan is the second biggest market with annual spend
of US$5.8bn, despite a decline of 15.6% from the previous year. China
(US$2.5bn) is the third biggest spender on OOH, with total growth in
excess of 300% over the last ten years.
Looking at markets in terms of annual growth in 2013, Singapore saw
the most rapid increase, rising 30.7% to reach US$108.2m.
27. 10.1 9.7
4.1
9.3
2.0
-12.4
4.2 5.1
-0.3
-3.3
0
5
10
15
20
25
30
-15
-10
-5
0
5
10
15
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Adspend, US$ constant 2005 prices
Annual % change US$ (billion)
Share of adspend by global region
Africa Asia Pacific Central & South America Europe Middle East North America
2004 2013
US$
30.2bn
1.4%
36.6%
5.4%
31.7%
2.3%
22.6%
Note: Number of measured markets shown in brackets
0.5%
31.6%
1.7%
37.5%
0.9% 27.8%
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
1 Singapore 108.2 30.7% 271.8%
2 Latvia 10.1 17.0% 71.2%
3 Estonia 10.4 15.3% 181.1%
= Hong Kong 752.6 15.3% 759.1%
5 Ireland 114.2 15.1% -8.5%
6 New Zealand 62.3 14.8% 84.3%
7 Israel 51.5 14.2% 56.1%
8 China 2,450.0 13.1% 311.3%
9 Saudi Arabia 288.9 12.1% 426.2%
10 Lebanon 49.7 10.9% 30.4%
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
Africa 420.3 -23.2% 328.4%
Asia Pacific 11,054.6 -5.1% 69.8%
C/S America 1,627.9 3.6% 368.7%
Europe 9,578.0 1.5% 23.9%
Middle East 709.7 8.9% 267.5%
North America 6,830.8 4.3% 19.0%
Global 30,221.5 -0.6% 46.5%
© 2014 Warc
Out of home adspend
Out of home adspend by global region
Top markets by annual growth, 2013
US$
20.6bn
(58) (62) (63) (64) (64) (68) (67) (68) (68) (67)
28. Internet adspend
© 2014 Warc
Current prices
2013
(US$ million)
2013 vs 2012
% chg
2013 vs 2004
% chg
1 United States 42,781.0 17.0% 344.3%
2 China 17,754.1 48.8% 7,752.3%
3 United Kingdom 9,844.1 14.4% 551.4%
4 Japan 7,381.8 -11.1% 492.2%
5 Germany 6,208.5 13.6% 1,577.5%
6 France 4,639.1 8.0% 1,772.1%
7 Australia 3,848.5 11.2% 1,126.0%
8 Canada 3,549.6 15.0% 1,168.6%
9 Brazil 2,662.0 13.8% 3,388.9%
10 Republic of Korea 2,655.4 23.5% 375.2%
11 Russia 2,454.3 23.1% 4,496.1%
12 Italy 2,257.2 16.9% 1,465.3%
13 Netherlands 1,741.7 13.1% 2,026.6%
14 Sweden 1,268.4 14.8% 547.5%
15 Spain 1,196.3 2.2% 918.1%
16 Norway 942.7 18.7% 883.0%
17 Denmark 834.3 10.2% 759.2%
18 Poland 728.1 14.7% 2,959.2%
19 Switzerland 702.0 13.4% 2,912.9%
20 Turkey 701.7 28.3% –
Top markets by internet adspend
Internet advertising expenditure accounted for just under a quarter of
total global ad revenue in 2013, taking a share of 23.5%, or
US$120.4bn, following growth of 17.5% from the previous year. Its
expansion over the last ten years has been dramatic: the channel
generated just 4.3% of global adspend in 2004, equivalent to
US$15.5bn. It is now the second biggest medium behind TV (40.8%
share in 2013), having overtaken newspapers in 2012.
Looking at the data by global region, North America accounts for the
biggest proportion of internet advertising spend (38.5%), followed by
Europe (30.3%) and Asia Pacific (27.6%). As would be expected, the
US ad market dominates – with the country’s total adspend on the
medium amounting to US$42.8bn in 2013, up 17.0% compared with
2012. The internet ad market in China has grown rapidly in recent
years to rank as the second biggest spending country on US$17.8bn
(up 48.8% year-on-year). In third place is the UK with spend of
US$9.8bn. The country punches above its weight when it comes to
online adspend, as it is only ranked fifth in terms of biggest global
markets across all media.
In terms of growth markets, Macedonia (+72.0%) and Ukraine
(+53.4%) recorded the biggest annual increases in 2013, followed by
China.
29. Note: Number of measured markets shown in brackets
0.1%
27.6%
3.3%
30.3%
0.2%
38.5%
Share of adspend by global region
Africa Asia Pacific Central & South America Europe Middle East North America
2004 2013
US$
120.4bn
0.1%
15.4%
0.6%
19.9%
0.2%
63.7%
US$
15.5bn
37.8
40.8
50.2
35.0
16.3
0.7
19.1 21.0
12.2
14.6
0
20
40
60
80
100
120
0
10
20
30
40
50
60
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Adspend, US$ constant 2005 prices
Annual % change US$ (billion)
(55)(50) (52) (56) (56) (56) (56)
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
1 Macedonia 1.9 72.0% –
2 Ukraine 137.9 53.4% 9,093.3%
3 China 17,754.1 48.8% 7,752.3%
4 Greece 171.3 41.8% 907.6%
5 Mexico 673.7 38.7% –
6 Ireland 261.6 31.1% –
7 New Zealand 386.3 30.3% 3,802.0%
8 Singapore 176.6 29.8% –
9 Turkey 701.7 28.3% –
10 Malaysia 118.2 27.4% –
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
Africa 109.9 4.6% 514.0%
Asia Pacific 33,262.8 22.6% 1,285.1%
C/S America 4,006.0 16.7% 4,351.1%
Europe 36,523.8 14.1% 1,077.9%
Middle East 182.8 23.0% 603.1%
North America 46,330.6 16.8% 367.6%
Global 120,415.9 17.5% 674.7%
Note: Internet adspend is not widely measured in the
Middle East currently
© 2014 Warc
Internet adspend
Internet adspend by global region
(38) (46)(45)
Top markets by annual growth, 2013
31. 0.8%
19.8%
1.9%
31.4%
1.4%
44.7%
1.5%
27.3%
6.7%
27.2%
3.8%
33.6%
0
50
100
150
200
1980 1985 1990 1995 2000 2005 2010
US$(Billion)
Long–term adspend by region, US$ current
pricesAfrica Asia Pacific Central & South America Europe Middle East North America
Regional Overview
US$
512.9bn
US$
396.6bn
Share of global adspend by region, US$ current prices
Global adspend reached US$512.9bn in 2013, an
annual increase of 2.1% compared with 2012.
Within this, North America has consistently
accounted for the biggest share of spend,
registering 33.6% of global expenditure in 2013, or
US$172.2bn. This is almost entirely due to the vast
US advertising market which dominates global
advertising. At US$158.6bn last year, the US is
almost four times the size of that of China, the
second biggest market, on US$44.8bn.
Historically, Europe has traditionally been the
second biggest grossing region in terms of global
adspend, boosted by well-established markets in
Germany, the UK and France. However, 2012 saw
Asia Pacific, powered by rapid growth in the
Chinese ad market, overtake Europe for the first
time. Asia Pacific took a 27.3% share of global
adspend, equivalent to US$140.1bn, with Europe
marginally smaller with a 27.2% share
(US$139.4bn). A number of the larger European ad
markets have seen consistent dips in spend, with
the region’s economies struggling to cope with
austerity measures following the global financial
crash and consequent problems in the Eurozone.
By comparison, the three remaining global regions
account for just 12% of global adspend between
them, although this is a significantly higher
proportion than the 4.1% recorded ten years ago.
Of these, Central and South America registered
the largest share on 6.7%, or US$34.4bn, followed
by the Middle East on 3.8% (US$19.3bn) and Africa
on 1.5% (US$7.5bn).2004 2013
© 2014 Warc
Long–term adspend by region, US$ current prices
32. Current prices,
US$ million
Africa Asia Pacific
Central/South
America
Europe Middle East North America Global
2004 2,812.7 71,809.4 7,018.9 113,572.6 5,095.1 161,699.2 362,008.0
2005 3,595.1 78,752.6 9,654.7 120,264.9 5,731.9 169,345.3 387,344.6
2006 4,252.9 81,778.2 11,605.3 132,292.7 6,751.6 177,652.2 414,332.8
2007 4,974.0 89,118.1 18,856.1 156,129.8 8,024.2 179,371.8 456,473.9
2008 5,468.3 97,860.4 22,763.0 163,211.0 8,862.6 171,281.1 470,446.3
2009 5,460.1 96,193.2 23,777.7 129,862.2 10,660.6 144,209.3 410,163.1
2010 7,305.1 112,796.1 30,157.2 135,201.9 13,219.8 156,068.2 454,748.3
2011 7,336.9 130,428.3 33,623.6 146,506.5 14,388.8 161,598.0 493,882.2
2012 8,404.8 139,208.7 33,638.4 135,382.6 16,870.2 168,854.9 502,359.7
2013 7,518.6 140,135.1 34,377.0 139,430.0 19,267.3 172,213.2 512,941.3
Note: Care should be taken when comparing growth due to the addition of new markets.
Market additions
2005: US$711.7m Algeria (US$69.7m), Ghana (US$51.5m), Pakistan (US$280.5m), Peru (US$253.0m), Tunisia (US$57m)
2006: US$182.8m Bosnia & Herzegovina (US$182.8m)
2007: US$5,305.6m Guatemala (US$169.9m), Kazakhstan (US$555.6m), Mexico (US$4,563.8m), Zambia (US$17.3m)
2008: US$1,387.9m Colombia (US$890.9m), Morocco (US$497m)
2009: US$2,744.3m Venezuela (US$2,744.3m)
2010: US$24.9m Mozambique (US$24.9m)
Global Adspend by region
33. African adspend
© 2014 Warc
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
Share of
region
1 South Africa 4,327.4 -11.3% 97.0% 57.6%
2 Kenya 1,096.9 2.5% 937.7% 14.6%
3 Egypt 746.6 -34.0% 69.5% 9.9%
4 Morocco 574.4 -8.4% – 7.6%
5 Uganda 201.4 -3.6% 421.8% 2.7%
6 Algeria 170.9 51.4% – 2.3%
7 Ghana 161.7 18.3% – 2.2%
8 Tanzania 85.1 -0.4% 169.3% 1.1%
9 Tunisia 61.9 -21.3% – 0.8%
10 Zambia 51.9 33.3% – 0.7%
11 Mozambique 40.4 8.9% – 0.5%
Trends in adspend by market
Advertising expenditure for Africa has been rising steadily over the
last ten years, from US$2.8bn in 2004 to a peak of US$8.4bn in 2012.
However, the region recorded a dip in spend in 2013, falling by 10.5%
to US$7.5bn.
This decline can be attributed largely to a drop in adspend in South
Africa. The region’s largest market – it accounts for 57.6% of the
region’s total advertising spend – saw a year-on-year decline of
11.3% to US$4.3bn in 2013.
Civil unrest rippled through the north of Africa last year, depressing
market prosperity in Egypt (–34.0%), Tunisia (–21.3%) and Morocco
(–8.4%). However, this was offset in part by increased annual
spending in Ghana (+18.3%) and Algeria (+51.4%), two nations
reaching fever pitch in the run up to the 2014 FIFA World Cup.
In terms of advertising spend by media channel, TV takes almost half
of all spend on 45.7%, followed by radio (22.9%) and newspapers
(19.4%).
34. 35.1
22.9
11.9
8.6
-1.9 -8.2
26.8
-4.3
7.1
-15.2
0
1,000
2,000
3,000
4,000
5,000
6,000
-20
-10
0
10
20
30
40
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$million
Annual%change
Adspend, US$ constant 2005 prices
Annual % change US$ (million)
(9)
(10)
(10) (11) (11) (11)
19.4%
4.3%
45.7%
22.9%
0.7%
5.6%
1.5%
Adspend by medium, 2013
Newspapers
Magazines
Television
Radio
Cinema
Outdoor
Internet
US$
7.4bn
Current prices
(million)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 2,812.7 3,595.1 4,252.9 4,974.0 5,468.3 5,460.1 7,305.1 7,336.9 8,404.8 7,418.6 -10.5% 167.3%
Euro 2,276.5 2,858.9 3,344.9 3,646.0 3,762.2 3,967.4 5,549.1 5,299.6 6,568.1 5,689.2 -13.4% 149.9%
PPP 5,971.7 7,251.2 8,895.7 9,975.0 11,037.6 10,777.6 12,811.3 12,007.5 14,196.6 13,436.8 -5.4% 125.0%
Trends in adspend by currency
© 2014 Warc
(5) (8)
Note: Number of measured markets shown in brackets
Constant 2005
prices (million)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 2,924.6 3,595.1 4,023.5 4,371.0 4,289.3 3,938.9 4,992.7 4,778.3 5,117.6 4,341.7 -15.2% 48.5%
Euro 2,367.0 2,858.9 3,166.8 3,203.8 2,950.5 2,861.5 3,790.7 3,451.1 3,998.2 3,284.9 -17.8% 38.8%
PPP 6,228.1 7,251.2 8,380.8 8,716.0 8,560.3 7,668.0 8,582.2 7,633.1 8,519.2 7,670.8 -10.0% 23.2%
(8) (11)
African adspend
35. Asia Pacific adspend
© 2014 Warc
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
Share of
region
1 China 44,820.6 18.2% 477.4% 32.0%
2 Japan 39,827.0 -16.4% 5.9% 28.4%
3 Australia 12,965.0 -4.9% 73.2% 9.3%
4 Republic of Korea 9,326.1 6.0% 69.8% 6.7%
5 Indonesia 6,990.8 9.1% 298.4% 5.0%
6 Hong Kong 5,476.4 7.6% 161.4% 3.9%
7 India 4,883.8 -0.2% 149.1% 3.5%
8 Thailand 4,000.6 2.2% 82.5% 2.9%
9 Malaysia 2,678.0 8.1% 171.8% 1.9%
10 Taiwan 2,085.8 5.1% 44.9% 1.5%
11 New Zealand 1,772.2 6.6% 34.9% 1.3%
12 Singapore 1,564.1 9.5% 75.3% 1.1%
13 Philippines 1,529.1 7.1% 153.8% 1.1%
14 Vietnam 1,073.1 21.2% 400.0% 0.8%
15 Kazakhstan 772.8 10.9% – 0.6%
16 Pakistan 369.5 0.6% – 0.3%
Trends in adspend by market
Advertising expenditure in Asia Pacific rose 0.7% year-on-year in 2013,
to reach US$140.1bn. Spend in the region has virtually doubled over
the last ten years, and it is now the world’s second biggest region in
terms of adspend, having overtaken Europe in 2012.
This is primarily down to the rapid expansion of the Chinese ad
market, which has recorded 477.4% growth since 2004. In 2013, China
overtook Japan to become the region’s largest ad market, with
US$44.8bn of recorded spend.
Japan also takes a significant share of the region’s spend on 28.4%, or
US$39.8bn, and is significantly larger than the third biggest ad market,
Australia, which accounts for 9.3% (US$13.0bn).
In terms of advertising spend by media channel, TV takes the biggest
cut for the region on 41.3%, followed by internet (23.7%) and
newspapers (18.4%).
36. 11.0
8.3
1.9
6.9 5.7
-2.2
14.6
12.0
4.7
-3.0
0
20
40
60
80
100
120
140
-4
-2
0
2
4
6
8
10
12
14
16
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Adspend, US$ constant 2005 prices
Annual % change US$ (billion)
(16)(16) (16) (16) (16) (16)
18.4%
4.1%
41.3%
4.3%
0.4%
7.9%
23.7%
Adspend by medium, 2013
Newspapers
Magazines
Television
Radio
Cinema
Outdoor
Internet
US$
140.1bn
Current prices
(million)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 71,809.4 78,752.6 81,778.2 89,118.1 97,860.4 96,193.2 112,796.1 130,428.3 139,208.7 140,135.1 0.7% 95.1%
Euro 57,868.2 63,358.9 65,305.3 65,365.3 66,722.6 69,202.2 85,131.4 93,891.3 108,474.8 105,635.7 -2.6% 82.5%
PPP 92,631.6 103,575.7 112,947.0 121,456.0 126,471.5 126,933.5 140,027.1 153,025.3 165,945.5 181,004.3 9.1% 95.4%
Trends in adspend by currency
© 2014 Warc
(15)
Note: Number of measured markets shown in brackets
Constant 2005
prices (million)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 72,745.8 78,752.6 80,285.8 85,864.7 90,737.7 88,777.4 101,702.7 113,937.8 119,287.4 115,697.6 -3.0% 59.0%
Euro 58,623.8 63,358.9 64,112.8 62,976.8 61,854.6 63,865.8 76,756.0 82,020.3 92,938.2 87,200.0 -6.2% 48.7%
PPP 94,639.9 103,575.7 110,236.5 115,703.5 114,861.4 113,660.2 121,953.1 128,245.9 135,757.6 143,925.2 6.0% 52.1%
(15) (16)
Asia Pacific adspend
(15)
37. Central/South American adspend
© 2014 Warc
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
Share of
region
1 Brazil 16,817.4 -0.2% 263.0% 48.9%
2 Mexico 5,741.1 10.5% – 16.7%
3 Argentina 4,913.6 8.7% 390.6% 14.3%
4 Colombia 1,302.7 8.4% – 3.8%
5 Chile 1,422.3 2.5% 134.6% 4.1%
6 Venezuela 1,243.4 -27.3% – 3.6%
7 Uruguay 1,202.2 7.6% 143.7% 3.5%
8 Peru 715.0 8.3% – 2.1%
9 Costa Rica 472.0 8.2% 218.5% 1.4%
10 Guatemala 222.1 -2.8% 114.6% 0.6%
11 Honduras 210.3 -4.6% – 0.6%
12 Nicaragua 114.9 10.8% 199.2% 0.3%
Note: Data for 2013 for Mexico are estimates
Trends in adspend by market
Advertising expenditure in Central & South America rose 2.2% in 2013
compared with the previous year, totalling US$34.4bn. It now takes a
6.7% share of global adspend, up from just 1.9% ten years’ ago.
Brazil remains the biggest ad market in the region, registering
adspend of US$16.8bn in 2013, a slight 0.2% dip on the previous year.
Brazil accounts for just under half of the region’s total spend, followed
some way behind by Mexico on 16.7%, with spend of US$5.7bn.
Of the 12 featured markets, eight recorded year on year growth in
2013, with Mexico rising by an impressive 10.5%, followed by
Argentina (8.7%) and Colombia (8.4%).
In terms of advertising spend by media channel, TV takes the vast
majority of spend on 58.6%, followed by newspapers (14.3%) and
internet (11.7%).
38. 18.4
28.6
14.2
56.0
13.4
-6.0
22.1
6.7
-6.2 -2.7
0
5
10
15
20
25
30
-10
0
10
20
30
40
50
60
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Adspend, US$ constant 2005 prices
Annual % change US$ (billion)
(8) (10) (12) (12) (12) (12)
(12)
14.3%
4.1%
58.6%
5.8%
0.7%
4.7%
11.7%
Adspend by medium, 2013
Newspapers
Magazines
Television
Radio
Cinema
Outdoor
Internet
US$
34.4bn
Current prices
(million)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 7,018.9 9,654.7 11,605.3 18,856.1 22,763.0 23,777.7 30,157.2 33,623.6 33,638.4 34,377.0 2.2% 389.8%
Euro 5,665.8 7,750.5 9,305.6 13,822.0 15,643.6 17,186.5 22,161.9 24,243.9 26,259.8 25,949.1 -1.2% 358.0%
PPP 15,727.4 18,196.6 19,592.9 28,204.6 31,312.2 33,660.2 36,872.1 38,776.4 41,303.7 43,296.6 4.8% 175.3%
Trends in adspend by currency
© 2014 Warc
(7)
Note: Number of measured markets shown in brackets
Constant 2005
prices (million)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 7,508.3 9,654.7 11,027.7 17,197.9 19,507.7 18,344.7 22,406.5 23,910.4 22,419.0 21,807.5 -2.7% 190.4%
Euro 6,060.7 7,750.5 8,842.4 12,606.1 13,406.9 13,264.9 16,737.0 17,243.1 17,502.3 16,464.8 -5.9% 171.7%
PPP 16,835.7 18,196.6 18,564.8 25,606.1 26,690.5 26,195.1 27,506.4 27,352.0 27,507.2 27,393.6 -0.4% 62.7%
(8)
Central/South American adspend
(11)
39. European adspend
© 2014 Warc
Trends in adspend by market
Current prices
2013
(US$
million)
2013 vs 2012
% chg
2013 vs 2004
% chg
Share of
region
1 Germany 24,862.8 4.0% 24.4% 17.8%
2 United Kingdom 24,526.4 3.2% -1.3% 17.6%
3 France 16,685.4 0.8% 17.5% 12.0%
4 Russia 11,223.0 6.4% 202.5% 8.0%
5 Italy 9,615.1 -5.0% -7.7% 6.9%
6 Spain 5,663.7 -5.4% -26.2% 4.1%
7 Netherlands 5,026.9 4.6% 18.2% 3.6%
8 Austria 4,213.1 8.0% 58.7% 3.0%
9 Switzerland 4,063.7 -0.7% 40.1% 2.9%
10 Sweden 3,914.9 4.0% 44.5% 2.8%
11 Belgium 3,485.0 3.1% 25.1% 2.5%
12 Norway 3,141.2 1.3% 92.3% 2.3%
13 Turkey 3,110.6 7.1% 137.9% 2.2%
14 Portugal 2,844.7 12.9% 25.1% 2.0%
15 Poland 2,747.5 15.4% 93.0% 2.0%
16 Denmark 2,161.2 1.3% 27.9% 1.6%
17 Finland 1,767.6 -4.8% 14.0% 1.3%
18 Slovak Republic 1,415.6 13.4% 184.0% 1.0%
19 Greece 1,345.2 9.5% -28.8% 1.0%
20 Ireland 1,295.3 4.5% -11.0% 0.9%
21 Czech Republic 1,266.5 2.5% 91.6% 0.9%
22 Ukraine 1,205.4 12.7% 247.4% 0.9%
23 Hungary 828.3 6.6% 23.4% 0.6%
24 Bosnia & Herzegovina 582.8 15.1% – 0.4%
25 Bulgaria 578.3 15.0% 140.5% 0.4%
26 Romania 447.1 -2.6% -17.8% 0.3%
27 Slovenia 275.0 11.6% 46.7% 0.2%
28 Macedonia 256.5 -3.0% 440.0% 0.2%
29 Croatia 242.8 0.1% -54.5% 0.2%
30 Serbia 226.2 -5.6% 125.1% 0.2%
31 Lithuania 131.2 2.7% 9.0% 0.1%
32 Estonia 101.4 8.4% 133.1% 0.1%
33 Latvia 96.8 7.7% 3.6% 0.1%
34 Cyprus 51.0 -17.3% -41.7% 0.0%
35 Malta 31.7 2.7% -12.7% 0.0%
Until last year, Europe was the second biggest region for global
advertising expenditure (behind North America), but was overtaken in
2013 by Asia Pacific. European adspend recorded spend of
US$139.4bn in 2013, a rise of 3.0% from 2012.
Germany (US$24.9bn) and the UK (US$24.5bn) were the region’s
biggest ad markets, followed by France (US$16.7bn) and Russia
(US$11.2bn).
Fastest year-on-year growth came in Eastern Europe, with Poland
recording an increase in spend of 15.4%, followed by Bosnia &
Herzegovina (15.1%) and Bulgaria (15.0%).
In terms of advertising spend by media channel, TV continues to
attract the bulk of budgets with a 33.8% share, followed by internet
(26.2%) and newspapers (18.8%).
40. 15.8
3.3
7.2
14.8
0.1
-20.9
1.5
4.7
-10.4 0.9
0
20
40
60
80
100
120
140
160
-25
-20
-15
-10
-5
0
5
10
15
20
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Adspend, US$ constant 2005 prices
Annual % change US$ (billion)
(35)
18.8%
8.5%
33.8%
5.1%0.7%
6.9%
26.2%
Adspend by medium, 2013
Newspapers
Magazines
Television
Radio
Cinema
Outdoor
Internet
US$
139.4bn
Current prices
(million)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 113,572.6 120,264.9 132,292.7 156,129.8 163,211.0 129,862.2 135,201.9 146,506.5 135,382.6 139,430.0 3.0% 22.8%
Euro 91,434.3 96,727.0 105,471.8 114,120.4 111,522.1 93,509.4 102,061.2 105,414.8 105,376.0 105,017.0 -0.3% 14.9%
PPP 113,381.0 120,830.8 133,049.9 144,339.1 143,175.8 122,791.1 130,046.2 134,003.8 131,931.6 133,876.5 1.5% 18.1%
Trends in adspend by currency
© 2014 Warc
(34)
Note: Number of measured markets shown in brackets
Constant 2005
prices (million)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 116,427.9 120,264.9 128,891.3 147,928.9 148,150.8 117,171.4 118,945.5 124,577.5 111,644.9 112,702.2 0.9% -3.2%
Euro 93,735.9 96,727.0 102,758.3 108,121.5 101,225.9 84,371.0 89,788.7 89,632.9 86,909.9 84,888.3 -2.3% -9.4%
PPP 117,177.0 120,830.8 128,951.1 135,404.6 128,048.7 108,541.1 112,225.3 111,581.8 106,516.3 105,676.3 -0.8% -9.8%
(35)
European adspend
(34) (35) (35) (35) (35) (35) (35)
41. Middle Eastern adspend
© 2014 Warc
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
Share of
region
1 Pan Arab 12,458.5 18.3% 541.3% 64.7%
2 UAE 1,628.9 3.4% 156.9% 8.5%
3 Saudi Arabia 1,418.6 -0.5% 103.0% 7.4%
4 Israel 1,045.2 11.1% 33.3% 5.4%
5 Kuwait 985.3 1.8% 157.9% 5.1%
6 Qatar 628.4 35.6% 575.0% 3.3%
7 Lebanon 517.6 11.9% 87.3% 2.7%
8 Oman 355.3 31.2% 396.9% 1.8%
9 Jordan 129.5 -6.8% 71.3% 0.7%
10 Bahrain 95.1 5.9% -18.6% 0.5%
11 Syria 22.0 – – –
12 Yemen 5.0 -0.2% 11.1% 0.03%
Note: Data for Syria are for 2011
Trends in adspend by market
Advertising expenditure for the Middle East has risen in each of the
last ten years, up from US$5.1bn in 2004 to US$19.3bn in 2013. Last
year, adspend rose by 14.2% compared with 2012.
A significant proportion (64.7% or US$12.5bn) of the region’s
advertising spend is accounted for by the ‘Pan Arab’ market, which
incorporates spend booked for the region as a whole (excluding
Israel), usually for TV.
The biggest single market for adspend in the Middle East is the
United Arab Emirates, which registered spend of US$1.6bn in 2013
(up 3.4% year-on-year), followed by Saudi Arabia on US$1.4bn (down
0.5%).
In terms of advertising spend by media channel, TV accounts for the
majority share of spend with 71.1%, followed by newspapers (19.1%)
and magazines (4.0%). It should be noted that internet adspend is not
widely measured in the region.
42. 28.7
8.9
10.3
8.5 8.8
4.9
20.9
5.0
14.7
12.1
0
2
4
6
8
10
12
14
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Adspend, US$ constant 2005 prices
Annual % change US$ (billion)
(12) (12) (12) (12) (12) (11) (12)
19.1%
4.0%
71.1%
0.9%
3.7%
0.9%
Adspend by medium, 2013
Newspapers
Magazines
Television
Radio
Cinema
Outdoor
Internet
US$
19.3bn
Current prices
(million)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 5,095.1 5,731.9 6,751.6 8,024.2 9,862.6 10,660.6 13,219.8 14,388.8 16,870.2 19,267.3 14.2% 278.2%
Euro 4,475.4 4,984.2 5,878.7 6,675.0 7,884.5 9,034.5 11,681.4 12,620.4 15,471.4 17,595.5 13.7% 293.2%
PPP 6,553.9 7,061.9 7,902.8 8,959.0 9,960.0 11,894.3 14,021.6 14,459.7 16,808.6 19,275.0 14.7% 194.1%
Trends in adspend by currency
© 2014 Warc
(12)
Note: Number of measured markets shown in brackets
Constant 2005
prices (million)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 5,264.5 5,731.9 6,322.4 6,858.3 7,461.7 7,826.6 9,461.2 9,934.6 11,390.1 12,765.8 12.1% 142.5%
Euro 4,628.0 4,984.2 5,491.6 5,658.1 5,885.7 6,555.6 8,286.5 8,635.5 10,390.8 11,598.6 11.6% 150.6%
PPP 6,758.7 7,061.9 7,437.7 7,750.5 7,629.6 8,848.3 10,115.4 10,024.7 11,381.9 12,785.2 12.3% 89.2%
(36)
Middle Eastern adspend
(12) (12)
0.3%
43. North American adspend
© 2014 Warc
Current prices
2013
(US$
million)
2013 vs
2012
% chg
2013 vs
2004
% chg
Share of
region
1 United States 158,550.5 2.4% 3.1% 92.1%
2 Canada 13,662.7 -2.1% 71.7% 7.9%
Trends in adspend by market
Advertising expenditure in North America rose 2.0% year-on-year in
2013 to reach US$172.2bn. It remains comfortably the world’s largest
region for adspend, with the second biggest, Asia Pacific, measuring
some US$30bn less.
The vast majority of adspend is concentrated in the United States,
which accounted for 92.1% of the region’s total spend on US$158.6bn,
with Canada taking the remaining 7.9%, on US$13.7bn.
The United States experienced growth of 2.4% overall last year
compared with 2012, while Canada saw spend dip by 2.1% for the
same period.
In terms of advertising spend by media channel, TV accounts for
39.0% of the region’s spend, followed by internet (26.9%) and
newspapers (12.3%).
44. Note: Number of measured markets shown in brackets
4.7
1.3 1.7
-1.8
-7.9
-15.5
6.5
0.4
2.4
0.5
0
20
40
60
80
100
120
140
160
180
200
-20
-15
-10
-5
0
5
10
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
US$billion
Annual%change
Adspend, US$ constant 2005 prices
Annual % change US$ (billion)
(2)(2)(2) (2) (2) (2) (2) (2) (2)
12.3%
7.6%
39.0%
9.8%
0.4%
4.0%
26.9%
Adspend by medium, 2013
Newspapers
Magazines
Television
Radio
Cinema
Outdoor
Internet
US$
172.2bn
Current prices
(million)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 161,699.2 169,345.3 177,652.2 179,371.8 171,281.1 144,209.3 156,068.2 161,598.0 168,854.9 172,213.2 2.0% 6.5%
Euro 130,048.3 136,018.2 141,466.5 130,917.1 116,495.6 103,470.9 117,570.0 116,068.1 131,323.1 129,698.2 -1.2% -0.3%
PPP 162,290.9 169,328.7 177,014.4 178,031.9 169,606.5 143,682.4 154,103.8 158,877.1 166,190.2 169,970.8 2.3% 4.7%
Trends in adspend by currency
© 2014 Warc
(2)
Constant 2005
prices (million)
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
2013 vs 2012
% chg
2013 vs 2004
% chg
US$ 167,091.4 169,345.3 172,220.4 169,153.0 155,730.5 131,528.3 140,063.3 140,630.8 144,026.3 144,815.8 0.5% -13.3%
Euro 134,384.9 136,018.2 137,141.2 123,459.1 105,920.4 943,73.1 105,513.2 101,008.7 112,013.1 109,064.5 -2.6% -18.8%
PPP 167,696.2 169,328.7 171,595.2 167,866.9 154,160.4 131,035.8 138,259.0 138,202.3 141,683.6 142,862.6 0.8% -14.8%
North American adspend
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best practice, evidence and insights from the
world’s leading brands.
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proven approaches to maximise advertising
effectiveness.
Our clients include the world’s largest advertising
and media agencies, research companies,
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Email enquiries@warc.com to learn how we can
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