GroupM has revised its original predictions from June 2019 for the global advertising market. Despite solid growth in the US and UK, overall conditions have led GroupM’s Global President of Business Intelligence, Brian Wieser, to predict a deceleration in advertising growth this year versus 2018 (+5.7 per cent vs. +4.8 per cent) and in 2020 versus 2019 (+4.8 per cent vs +3.9 per cent).
Much of the sector’s growth is being driven by digital-first brands. As has been seen from the record number of sales from Cyber Monday, digital advertising is increasingly changing the way consumer behave and digest information – it accounts for 52 per cent of the global advertising tracked in the report and 60 per cent of total advertising in markets including China, the UK, Sweden and Denmark.
Altogether, GroupM forecasts advertising growth across more than 37 territories/countries; highlights include:
The report also notes that, while global television ad revenue is estimated to decline by -3.6 per cent in 2019, the median growth rate was +0.1 per cent and should be 1.8 per cent in 2020. This illustrates that there are many countries where TV advertising is still growing, especially as consumption using internet-connected devices continues to grow (accounting for nearly 15 per cent of TV-related activity and growing by about +30 per cent year-over-year).