SEÑAL NEWS | RESEARCH #44

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GLOBAL AD SPENDING IN Q3.

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GLOBAL AD SPENDING IN Q3. WHAT COMES NEXT? #WEEK 44 ∙ NOVEMBER 2020

2019-2020 AD SPENDING

BY GLOBAL REGION Median Weekly Value

East Asia

Northern America

Southern Europe

Western Europe

Southeast Asia

Central America

Latin America

Worldwide

Total media ad spending will globally decline by 4.5% this year to reach $614.03 billion. While this is slightly up from June’s forecasts (4.9%), it’s a sharp contrast to prepandemic estimates of 7.0%.

2000

Ad Spend (in USD)

1500

1000

500

0

SEP 2019

OCT 2019

NOV 2019

DEC 2019

JAN 2020

FEB 2020

MAR 2020

APR 2020

MAY 2020

JUN 2020

JUL 2020

AGO 2020

SEP 2020

Source: Socialbakers

BOTTOM 10 COUNTRIES

BY TOTAL MEDIA AD SPENDING

TOP 10 COUNTRIES

BY TOTAL MEDIA AD SPENDING

% change

1. China -3.0%

% change

2. New Zealand

-3.9% -4.0%

3. India

-12.9%

4. Ireland

-12.2%

4. Peru

5. Australia

-12.1%

5. Argentina

6. Sweden

-12.0%

6. Mexico

-4.1%

7. Norway

-4.1%

8. US

-4.2%

9. Denmark

-4.2%

10. Netherlands

-4.5%

2. Italy

-13.3%

3. Taiwan

-3.5% -3.7%

1. Spain

-14.0%

0.3%

7. France

-11.8%

8. Brazil

-11.6%

9. Indonesia

-10.2% -9.8%

10. Thailand

Worldwide

Worldwide

-4.5%

Source: eMarketer

2019-2020 AD SPENDING BY INDUSTRY Median Weekly Value Accommodation

Alcohol

Auto

Beauty

Ecommerce

Finance

Food

All Industries

2000

Ad Spend (in USD)

Global advertising spend average at the end of the third quarter was nearly double where it had been during the lowest point of the pandemic, at the end of March. The increase was seen most significantly in Northern America, where spend increased by 61.7%.

Source: eMarketer

1500

1000

500

0 SEP 2019

OCT 2019

Source: Socialbakers

NOV 2019

DEC 2019

JAN 2020

FEB 2020

MAR 2020

APR 2020

MAY 2020

JUN 2020

JUL 2020

AGO 2020

SEP 2020