1. Q. How do you collect the global adspend data?
A. WARC carries out an annual survey of global advertising expenditure and issues questionnaires to monitoring organisations and/or ad industry bodies in each of the countries covered. Where possible, data is harmonised to ensure consistency across markets. Please refer to the detailed Notes & Sources for each country for further information.
2. Q. Which countries are covered in the adspend database?
A. The adspend database contains expenditure for 90 global markets (full country listings). The international ad forecasts cover 12 key markets: Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, UK and US.
3. Q. Which media are covered in the adspend database?
A. The database includes advertising expenditure across traditional media, namely TV, newspapers, magazines, internet, mobile, radio, cinema and out of home. Availability does vary according to market. View further details.
4. Q. How far back do the adspend data go?
A. Data go back to 1980, although availability varies according to country.
5. Q. What is meant by the currency 'PPP'?
A. It stands for purchasing power parity. PPPs measure the buying power of local currency units (e.g. US$, GB£) when spent in their domestic markets. They enable accurate international comparisons of economies and prices by removing the impact of exchange rate fluctuations. The US economy is used as the global reference point for PPPs and is set to an index value of 100.
6. Q. How often are WARC data/statistics sections updated?
A. Global advertising expenditure is updated annually and the release date is dependent on the source organisation. Some organisations release data as early as March, others do not have figures until September. Therefore, individual markets will be updated on a rolling basis as soon as data is received. Data for all markets – and therefore full year summary data – is usually complete by October of the following year, with a summary report, Global Ad Trends, published in November.
The WARC International Ad Forecast (12 key global markets) is released twice a year. WARC also releases its Consensus Adspend Forecasts on a biannual basis, but publication will vary because data is dependent on third party content. Both can be viewed on the Adspend Forecasts page.
For any further queries on WARC's data schedule please contact your Client Services Manager at WARC.
7. Q. Is data shown at rate card level or net of discounts?
A. Where possible, WARC publishes harmonised data (net of discounts, including press classified adspend and agency commission but excluding production costs) to give a more accurate, comparable picture of each country's ad market. However, this is not possible in all cases, and data collection methods vary considerably from country to country. Please refer to the detailed Notes & Sources for further information.
8. Q. How do you collect the media cost comparison data?
A. WARC works with a partner, media agency OMD, to collect media cost comparison data for local markets. Please refer to the detailed Notes & Sources for each country for further information.
9. Q. Which countries are covered in the media cost comparison data?
A. The countries covered vary from year to year. View detailed listings.
10. Q. Which media are covered in the media cost comparison data?
A. The cost comparison database includes the following traditional media: TV, newspapers, magazines, internet, radio, cinema and out of home. It should be noted that coverage does vary according to market and availability of accurate information.
11. Q. Which target audiences are covered in the media cost comparison data?
A. The cost comparison database includes the following target audiences: Adults, men, women, kids, main shoppers, young adults, upmarket adults and businessmen. It should be noted that coverage does vary according to market and availability of accurate information.
12. Q. What is meant by 'cost per thousand'?
A. This is the cost of buying advertising space across a media channel in order to reach 1,000 people. It is calculated by dividing the amount spent on media by the number of ad exposures achieved (expressed in thousands). The total number of ad exposures is also referred to as the gross audience, eg. One person seeing 5 ads counts as 5 gross audience units.
13. Q. What is meant by 'cost per 100 GRPs'?
A. GRP = Gross Ratings Points. This is the media investment required to reach a gross audience equivalent to 100% of the target audience.
Media investment = US$1m
Gross audience (no. of ad exposures) = 200m
Target audience = 50m
Therefore, using the above figures:
The cost per thousand = media cost/gross audience (in thousands) = 1,000,000/200,000 = $5
The cost per 100 GRPs = cost per thousand x (target audience/1000) = $5 x (50,000,000/1,000) = $250,000
14. Q. If I require more detailed adspend information for a particular market e.g. breakdown of display/classified spend, is this available?
A. Detailed information for the UK is available to subscribers of the Expenditure Report. For further information on the other markets, please contact the source organisations directly.
15. Q. What does 'constant prices' mean?
A. Constant prices allow researchers to examine data which has been adjusted to remove the impact of inflation. Technically, constant prices are volume measures whose values are calculated by applying prices from a specific base period to current quantities. This calculation produces a series of derived prices which facilitate comparisons across different periods.
Example: Total adspend for the USA amounted to $134bn (approximately) at current prices while the CPI figure for the year was 109.9 (based on 2005 being 100). At constant prices, the figure will therefore be $134bn multiplied by 100 then divided by 109.9. This gives $122bn.
Constant price figures in this report have been calculated using the CPI for all periods from 1981 onwards.
16. Q. When forecasting, does WARC use constant currency exchange rates or does it project fluctuations in currency?
A. All WARC forecasts use constant exchange rates. For example, current forecasts are based on the actual 2014 exchange rates.
17. Q. Does WARC Data include expenditure for product categories and brands?
A. Data are not available for product categories and brands.
18. Q. My custom spreadsheets show blanks, what have I done wrong?
A. Absolutely nothing. A blank cell indicates no data are available for your particular selection. View more detail on availability of adspend data. View more data on countries available in our media cost comparison.
Purchasing, subscriptions and renewals
1. Q. Do I have to subscribe to warc.com to access WARC Data?
A. As a subscriber to warc.com you will automatically have access to WARC Data. However, it is possible to subscribe to WARC Data as a standalone service.
2. Q. What is the cost of WARC Data as a standalone service?
A. Please email email@example.com and someone will get back to you.
3. Q. Can we purchase data on a one-off basis?
A. No, it is not possible to purchase a single data series or report. WARC Data is available as an annual subscription only.
4. Q. What is included in my annual subscription to WARC data?
A. Your annual subscription gives you full online access to WARC's range of international advertising expenditure and media data (including forecasts) for one calendar year. This includes regular quarterly adspend forecast updates as well as any ad hoc updates or general improvements we make to the data coverage and to the site.
Subscribers to warc.com also receive access to a wealth of additional information, including case studies and articles.
To upgrade your subscription to include all of warc.com, please contact your Client Services Manager.
5. Q. Can I share my log-on details with colleagues?
A. Your personal profile details cannot be shared. Please contact your Client Services Manager at WARC for details of your license.