Advertising outlook 2014

Warc expects global adspend to rise by 5% in 2014, to just over $550bn. Of this, 32% – or US$175bn – of the total will be spent in North America, with Asia-Pacific amassing 29% and Europe 27%. Of the 12 key markets featured, the US will continue to command the greatest share of adspend (US$161.5bn), followed by Japan (US$49.6bn) and China (US$44.6bn). The greatest growth in spend is forecast for Russia, at 11% year-on-year, culminating in adspend of US$12.6bn in 2014. Brazil (+10.4%) and China (+10.2%) are also expected to record double-digit growth next year. TV should account for 39.4% of 2014’s spend globally, followed by internet on 25.7% and newspapers on 15.3%.

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Adspend by global region
$USbn, 2014
Source: Warc's adspend data and forecasts, November 2013