GroupM: This year next year – 2022 mid-year advertising forecast

Looks at the global industry trends expected to make an appearance throughout the second half of 2022.
  • The advertising market is settling into 2022, a year that’s seeing rising inflation, increased wages, mounting regulatory pressure on Big Tech and an overall effort by consumers and marketers to find their footing in a world that’s getting increasingly used to living with COVID-19.
  • Halfway through the year, we now expect advertising to grow by 8.4%, excluding the impact of US political advertising (what we call “underlying” growth), slightly lower than the forecast we gave in December 2021.
  • Although typical large brands with well-diversified media plans may allocate half of their budgets into digital media, the average, covering marketers of...

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