SEÑAL NEWS | RESEARCH #35 2021

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A NEW HIGH ERA FOR THE ADVERTISING MARKET

WEEK #36 ∙ SEPTEMBER 2021

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A NEW HIGH ERA FOR THE ADVERTISING MARKET WEEK #36 ∙ SEPTEMBER 2021

GLOBAL YEARLY ADVERTISING INVESTMENT

GLOBAL ADVERTISING FORECAST

Year-on-year % change, Nominal

Year-on-year % change, US$ Nominal

US$

Purchasing Power Parity

Euros

Search

35%

70%

30%

60%

25%

50%

20%

40%

12.6%

15% 10% 5%

Social Media

Online Video

eCommerce

30% 20% 10%

Average=6.1%

0%

0%

-5%

-10%

-10%

-5.4%

-9.0%

-20%

Q1

-12.8%

1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 (f) 2022 (f)

-15%

Online display

Q2 Q3 2019

Q4

Q1

Q2 Q3 2020

Q4

Q1

Q2 Q3 2021

Source: WARC Data, Global Ad Trends: Ad Investment 2021/22

Source: WARC Data, Global Ad Trends: Ad Investment 2021/22

THE GLOBAL AD MARKET HAS REBOUNDED STRONGLY FROM THE COVID-19 DOWNTURN LAST YEAR. GLOBAL SPEND ROSE 23.6% TO A TOTAL OF US$157.6BN IN Q2 2021, A NEW HIGH FOR A SECOND QUARTER PERIOD AND THE STRONGEST RISE IN OVER A DECADE.

MAIN ADVERTISING SPENDING CATEGORIES

Q4

Q1

Q2 Q3 2022

Q4

% Change FY 2020 v FY 2019

Q1 2021 v Q1 2020 FMCG Healthcare

ALL MEDIA GLOBAL AD SPEND REBOUND

Ent. lndustry Telecoms Finance

-2% Q1 2020 -24%

Media

Q2 2020 -4%

Q1 2021 -15

-10

-5

Durables

Q3 2020

Q4 2020

YOY % change: -20

Distribution

Auto Fashion

4%

Other

5%

0

5

-30

-10

0

10

-20

% Change

10

Source: Nielsen Ad lntel

-20

-10

0

10

20

% Change

Source: Nielsen Ad lntel

GLOBAL ADVERTISING FORECAST FOR BIGGEST CATEGORIES Year-on-year % change, US$ Nominal

2021 (f)

2022 (f)

Transport & tourism Telecoms & utilities Media & publishing Financial services Leisure & entertainment Soft drinks Clothing & accessories Automotive Alcoholic drinks Total Technology & electronics Retail Business & industrial Pharma & healthcare Toiletries & cosmetics Household & domestic Food Government & non-profit -15%

-10%

-5%

0%

Source: WARC Data, Nielsen Ad Intel, Global Ad Trends: Ad Investment 2021/22

5%

10%

15%

20%

25%

30%

MARKETERS WORLDWIDE DRAMATICALLY PULLED BACK ON THEIR SPENDING AS THE PANDEMIC SET IN LAST YEAR. THAT PULLBACK, HOWEVER, WAS SHORT-LIVED, AS THE LAST THREE QUARTERS’ SPENDING LEVELS WERE ABOVE THEIR SEASONAL PREPANDEMIC LEVELS.