Worldwide Advertising Expenditure in 2017
Carat has produced its first forecast for worldwide advertising expenditure in 2017, combined with its latest forecasts for 2016 and actual figures for 2015. These show a positive global outlook led by digital.
Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat predicts advertising spend will reach US$538 billion in 2016, a 4.5 per cent increase. For 2017 Carat predicts another 4.5 per cent. This is ahead of most estimates for growth in the global economy.
Digital is the biggest driver, especially mobile (+37.9 per cent), Online Video (+34.7 per cent) and Social Media (+29.8 per cent) in 2016. Carat says digital will account for 27 per cent of adspend in 2016 and 29.3 per cent in 2017, reaching US$161 billion globally.