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Shifts in global adspend revealed

News, 27 November 2015

GLOBAL: China accounted for one in every four new ad dollars spent worldwide over the last decade, while the US now spends less on advertising per head than it did ten years ago, new Warc research has confirmed.

The findings are released within Global Ad Trends, a report which draws from data Warc has collated as part of its unique survey of global advertising expenditure which has run annually since 1980.

The study, which measures adspend across eight major media in 90 markets, found that China was the fastest-growing ad market over the last decade in absolute terms, with over 80% of its current value generated during the period.

The Pan Arab market, which incorporates spend booked across the Middle East region (excluding Israel), followed China in the growth rankings after an additional $12.6bn was spent on advertising between 2005 and 2014, mostly for TV spots.

By channel, TV and internet were the only media to have gained share of global ad expenditure over the last ten years. Of the $519.6bn spent on advertising worldwide last year, television accounted for two in every five dollars, its share rising 4 percentage points since 2005.

This compared to a share of approximately 26% for internet in 2014, up from just 6% ten years earlier. During this time an extra $114.5bn flooded into the online ad market, with almost a third of this originating from the United States.

The study also laid out the rapid expansion of mobile advertising expenditure across the globe. Mobile now accounts for one in every five online ad dollars worldwide and is poised to become a larger advertising medium than out of home and magazines this year.

On a per capita basis, the research found that Hong Kong spends the most on ads in relation to its population. The equivalent of US$773.5 per person is spent on advertising in the territory, a sum which has more than doubled over the last ten years.

The US ranked fifth in terms of adspend per capita, with $513.1 spent for each of its citizens. However, this is down from 2005 levels because population growth has outstripped rises in ad expenditure over the years. Meanwhile, the UK ranks seventh with spend of $424.9 per head, a figure unchanged from 2005.

Commenting on the findings, Warc research analyst James McDonald said: "The trends revealed by this study of the last decade, or indeed when examining the 35 years of data within our Adspend Database, offer a unique and fascinating insight into global ad market dynamics.

"They will help industry practitioners to better understand future adspend flows by learning from those of the past."

Data sourced from Warc