Global Ad Trends 2016

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.
  • Global advertising expenditure was seen to have decreased by 4.7% in 2015 on a US dollar basis, with the strengthening currency removing $44.8bn from the value of global ad sales.
  • TV remained the biggest advertising medium globally with a 39.0% share of total spend, though it recorded its largest loss of share on record during 2015.
  • Internet's share rose from 8.3% in 2006 to 31.0% in 2015, when expenditure on the medium totalled US$154.7bn. Of this, mobile accounted for 30.7%, or US$47.5bn.
  • Warc estimates that global adspend grew 5.2% in 2016, and expects a rise of 3.6%...

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