Advertising spend on TV and social media heavily over indexes in relation to daily consumption, according to WARC Data's latest Global Ad Trends report. The analysis compares WARC Data's new quarterly advertising spend figures with GWI's survey of more than 700,000 consumers worldwide.
The data show that social media has seen one of the largest shifts from under to over indexing in relation to consumption levels since 2013. By market, China records the largest discrepancy between social spend and consumption, while Australia sees the lowest.
TV adspend is twice the level of consumption, likely speaking to the enduring power of...