The latest GroupM's TYNY unveils top trends and advertising expenditure forecasts that would shape the advertising industry in 2022.

1. 1

2. Global ad spend estimated to reach USD 850bn in 2022
Global ad spend (USD bn)
Medium 2019 2020 2021 2022f
Digital 336 381 493 563
TV 168 150 162 171
Print 68 50 49 47
OOH 39 29 34 39
Radio 32 24 27 29
Cinema 3 1 1 2
All media 645 635 766 850
Source: GroupM TYNY

3. GLOBAL AD SPEND
GROWTH
2021
2022f
2
21%
11%
Source: GroupM TYNY

4. Global: Digital to lead growth in 2022 at 14% vs 2021
Ad spend growth
Medium 2020 vs 19 2021 vs 20 2022 vs 21
Digital 14% 29% 14%
TV -10% 8% 6%
Print -26% -1% -6%
OOH -26% 16% 15%
Radio -26% 14% 7%
Cinema -79% 27% 133%
All media -2% 21% 11%
Source: GroupM TYNY

5. Global: Digital share of ad spend estimated to reach 66% in
2022
Global ad spend share by media
Medium 2019 2020 2021 2022f
Digital 52% 60% 64% 66%
TV 26% 24% 21% 20%
Print 10% 8% 6% 5%
OOH 6% 5% 4% 5%
Radio 5% 4% 4% 3%
Cinema 0.4% 0.1% 0.1% 0.2%
Source: GroupM TYNY

6. India fastest growing market in top 10; ranked 9 globally &
ranked 5 on incremental ad spend for 2022
2022f rank Incremental ad spend (US$ bn)
United States 1 41
China 2 15
Japan 3 3
United Kingdom 4 4
Germany 5 2
France 6 1
Canada 7 1
Australia 8 1
India 9 3
Brazil 10 1
Source: GroupM TYNY

7. INDIA AD SPEND
GROWTH
2021
2022f
5
26.5%
22.2%
Source: GroupM TYNY

8. India: Digital to overtake TV to become the largest medium in 2022
Ad spend estimated to cross INR 1lakh crs in 2022
Indian ad spend (INR crs)
Medium 2019 2020 2021 2022f
Digital 25,220 26,481 36,544 48,603
TV 35,458 30,436 36,929 42,388
Print 18,164 10,350 12,067 12,667
OOH 3,394 930 1,100 2,036
Radio 2,824 1,436 1,581 1,657
Cinema 1,008 175 112 635
All media 86,067 69,809 88,334 107,987
Source: GroupM TYNY

9. India: Digital leading the growth in 2022 at 33%
Indian ad spend growth
Medium 2020 2021 2022f
Digital 5% 38% 33%
TV -14% 21% 15%
Print -43% 17% 5%
OOH -73% 18% 85%
Radio -49% 10% 5%
Cinema -83% -36% 467%
All media -19% 26.5% 22.2%
Source: GroupM TYNY

10. India: Digital estimated to reach 45% share of ad spend in 2022
India ad spend share by media
Medium 2019 2020 2021 2022f
Digital 29% 38% 41% 45%
TV 41% 44% 42% 39%
Print 21% 15% 14% 12%
OOH 4% 1% 1% 2%
Radio 3% 2% 2% 2%
Cinema 1% 0.3% 0.2% 0.6%
Source: GroupM TYNY

11. 11
Summary
Source: GroupM TYNY
• Global ad spend to grow by 11% in 2022 to reach USD 850bn; Digital at 66% share
• India fastest growing market in top 10; ranked 9 globally & ranked 5 on incremental ad spend
for 2022
• Indian ad spend estimated to grow by 22% in 2022 vs 2021
• India: All media estimated to grow in 2022 vs 2021
• India: TV estimated to grow by 15% in 2022 vs 2021
• Digital estimated to become lead medium with estimated share of 45%, driven by 33% growth
➢ Video leading growth
➢ SME segment driving digital

12. Disclaimers: All rights reserved. This publication is
protected by copyright. No part of it may be reproduced,
stored in a retrieval system, or transmitted in any form, or
by any means, electronic, mechanical, photocopying or
otherwise, without written permission from the copyright
owners.
Every effort has been made to ensure the accuracy of the
contents, but the publishers and copyright owners cannot
accept liability in respect of errors or omissions. Readers
will appreciate that the data are as up-to-date only to the
extent that their availability, compilation and printed
schedules will allow and are subject to change
12