TV's return to growth overshadowed by dominant 'duopoly'

An overview of global advertising investment forecast for 2020 by medium, format, and online media owner.

The latest WARC projections for 2020, based on 96 markets, indicate that TV will attract the most advertiser investment globally, with US$192.6bn spent on the medium – up 2.5% year on year. This total is, however, now behind the $231.9bn for the Alphabet and Facebook ‘duopoly’.

Alphabet, the world’s largest media owner, is expected to draw US$149.0bn globally (up 10.5% year on year), of which 72.4% – $107.8bn – will come from its core Google search business. This gives Google a 77.7% share of the global search market. YouTube’s share of Alphabet’s ad income is expected to be 12.4%...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands