全球廣告行業(yè)市場前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.6

INDUSTRIES

&

MARKETSAdvertising:market

data

&

analysisMarket

Insights

reportMarch2024MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGainabetterunderstandingofmarketsacross190+

geographicalentities

–

onaglobal,

regional,country,

and/orstatelevel.

Accessourdatavia

webinterface,download(XLS,

PDF,PPT),or

reports.Benefitfromour48-hourcustomerservice

guarantee.?

10

sectors:

advertising&media,consumers,countries,digital

sector,finance,health,

industrialsector,mobility,andtechnology?

1,000+

markets,

e.g.,

FinTech,Food,or

Robotics?

KPIs,

e.g.,

revenue,marketshares,prices,andvolume?

Features:Compare

countries®ions,

change

currencies,

selectvisualizations,

and/or

customize

downloads?

Usecases:

sales

planning,

investment

decision

support,resourceallocation,andportfolio

management10sectors190+geographicalentities1,000+markets400+reportsFind

out

more

on:https://www.Goto

Market

Insightscom/outlook/2MARKET

INSIGHTSMarket

Insights

–

market

data,forecasts,

and

qualitative

insights10sectors190+geographicalentities1,000+markets400+reportsFind

out

more

on:AdvertisingGoto

Advertisingmarket3Table

of

ContentsOverviewSummary67AudioAdvertising121138156167178189MarketDefinitionKeyTakeawaysAdSpendingOut-of-HomeAdvertisingInfluencerAdvertisingDigitalClassifieds89AverageAdSpendingperUserDistributionby

MethodDeepDives141718Social

MediaAdvertisingIn-appAdvertisingAppendixMarket

NumbersTV&Video

AdvertisingSearchAdvertisingDigitalBannerAdvertisingDirect

MessagingProductOverviewAuthor20020124465768PrintAdvertising1034CHAPTER

1OverviewThe

Advertising

market

thrives

globally,

fueled

by

digital

preferences,

influencermarketing,

and

native

adsOverview:

summary

andkey

takeawaysSummaryTheAdvertising

market

isthrivingglobally,propelled

byshifting

customerpreferences,

emerging

trends,local

dynamics,and

macroeconomic

factors.Macroeconomic

factorssignificantlyimpacttheAdvertising

market.

Duringeconomic

growth,

businesses

increase

adspend

to

capitalize

onfavorableconditions,while

downturns

may

leadtobudgetcuts.Changesinconsumerconfidence

anddisposableincome

levels

also

influencedemand

foradvertisingservices.Customers

worldwide

areincreasingly

favoring

digitaladvertising

platforms

likesocial

media,

onlinevideos,

andmobile

adsdueto

thewidespread

adoption

ofsmartphones

andinternet

connectivity.

They

seek

personalized

adstailored

totheirneeds,

drivingtheriseof

programmatic

advertising,which

utilizesdataanalyticsfortargeted

messaging.Inconclusion,

the

Advertising

market

isevolving

rapidly,driven

bydynamiccustomer

preferences,

evolving

trends,uniquelocal

conditions,andmacroeconomic

shifts.

Advertisers

are

adapting

to

digitalplatforms,leveraginginfluencer

marketing

and

nativeads,while

navigating

diverse

global

landscapesshapedbylocal

and

economic

factors.Influencer

marketing

is

adominanttrend,with

brandsleveraging

social

mediainfluencers

toreach

younger

demographics

whotrustinfluencerrecommendations.

Nativeadvertising,seamlessly

integrated

intoonlinecontent,isgainingpopularity,especially

inthefaceofdeclining

traditionaladrevenues

inthe

online

publishing

sector.6Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Sources:Advertising

spending

promotes

products

and

services,

aiming

to

raiseawareness

through

traditional

and

digital

channelsOverview:

Market

DefinitionMarket

definitionAdvertising

spendingrefers

toexpenses

forpromotional

strategies

with

whichbrandsor

businesses

purchaseadvertising

spacetopromote

products

orservices.

Theprimary

purposes

ofadvertising

includecreating

awareness,generating

interest,

and

persuading

consumers

totakeaparticularaction

suchaspurchasingaproduct,visitingawebsite,

or

supporting

brands.Advertisers

useadvertising

toreach

theirtarget

audience

while

media

companies

and

advertisingagencies

useitasasource

ofincome.Additionalinformation:Themarket

comprises

advertising

spending,sharebyadvertising

channel,users,average

revenue

peruser,advertising

sharebyindustry,adspendingbymedium,anddigitaladspendingshare

(programmatic

andnon-programmatic).

Themarketonly

displaysB2B

spending

and

users

forthe

above-mentioned

channels.

Figuresarebased

on

advertising

spendingandexclude

agency

commissions,

rebates,production

costs,

and

taxes.

Additionaldefinitionsforeach

market

canbefoundon

therespective

pages.

Formore

information

onthedata

displayed,usetheinfobuttonrightnexttotheboxes.Theadvertising

spendingconsists

oftwo

mainchannels

(traditionaladvertisinganddigitaladvertising).

Traditional

Advertising

refers

toabove-the-line

media

thatdelivers

commercial

messages

tobroadaudiences.

Thisincludesmass

mediasuchastraditional

TV,traditionalradio,printed

newspapers,

printed

magazines,andtraditionalout-of-home

(OOH)

advertising

formats.

DigitalAdvertising

usestheinternet

to

deliver

marketing

messages

to

internet

users

invariousforms.Thisincludesdigitalvideo,

search

engine,

social

media,

digitalout-of-home,

digitalbanner,digitalaudio,digitalclassifieds,andinfluencer

advertising.7Sources:Market

Insights

2024Programmatic

advertising

is

forecasted

to

play

a

major

role,

contributing

84%

tothe

digital

revenue

of

the

Advertising

marketin

2028Overview:

Key

Takeaways

and

inscope

/outof

scopeKeyTakeawaysInscopeOutof

scopeTheAdvertising

market

isexpected

tosee

asignificantincrease

inadspending,reaching

astaggering

US$1,083.88bn

in2024.Thismarket

includes:Thismarket

excludes:When

compared

globally,intheUnited

Stateswill

lead

theway

inadspending,withanestimated

US$420bn

in2024.?

Traditional

advertising

suchasnon-digital

adsforTVand

radio,aswell

as

out-of-home

advertisingandprintadvertising?

Sponsorships/events

andpromotionLooking

aheadto2028,

digitaladvertising

isset

to

playamajor

role

in

theAdvertising

market,

accountingfor78%

of

thetotaladspending.?Product

placement?

Digitaladvertising

suchasonlineadsforvideo,

banner,audio,classifieds,

and

search

engines,

aswell

as

digitalout-of-home,

socialmedia,in-app,and

connected

TVadvertising?

Commission-based

affiliateInterms

ofper

capita

spending,theaverage

amountallocated

to

In-AppAdvertising

isexpected

to

beUS$45.52

in2024.systemsMoreover,

programmatic

advertising

is

predicted

to

contributesignificantlyto84%of

digitalrevenue

intheAdvertising

market

by2028.?

Influencer

advertising8Sources:Market

Insights

2024The

global

Advertising

revenue

is

expectedto

grow

to

US$

1,300.9

billion

by2028Market

Size:

GlobalAdvertising

market:

Advertising

spending

forecast

inbillionUS$1,300.931,248.13+7.2%(1)1,023.061,195.501,140.941,083.88953.90906.30763.10733.73672.12607.022017201820192020202120222023202420252026202720289Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Sources:With

ad

spending

of

US$484.6

billion,

the

Americas

are

the

biggest

marketamong

selected

regions

in

2024Market

Size:

Regional

comparison

(1/2)Advertising

market:

Advertising

spending

forecast

inbillionUS$+4.9%(1)587.41+5.1%(1)445.81484.59365.63+3.5%(1)229.65199.85+2.9%(1)22.342024+3.1%(1)25.0111.48202412.9920282024202820242028202420282028EuropeAfricaAmericasAsiaAustralia&Oceania10

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024In2024,

the

United

States

stands

is

the

largest

market

among

selectedcountries

with

ad

spending

totaling

US$419.9

billionMarket

Size:

Regional

comparison

(2/2)Advertising

market:

Advertising

spending

forecast

inbillionUS$+5.2%(1)513.91419.90+6.0%(1)290.72230.25+4.5%(1)69.08+2.8%(1)27.182024+3.0%(1)23.26202858.0130.3020.6820242028202420282024202820282024ChinaUnited

StatesUnited

KingdomGermanyFrance11

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Digital

advertising

revenue

is

expectedto

reach

$1,391

billion

globally

by

2028Market

Size:

GlobalDigital

Advertising

market:

Advertising

spending

forecast

inbillionUS$+10.6%(1)1,391271,324262061,25725196101,040

182111192223351220185

22122123441323234813391,18981,116217

24231018136753510541620202614713201922955689514712181485174190240414228111917162175216712118223124395214191612203630103151544159250457387360332305278229

140167

16131

89107338350361371381297307324236

7525219321453201720182019202020212022202320242025202620272028TV&VideoSearchDigitalVideoBannerInfluencerDigitalDirect

MessagingDigitalClassifiedsDigitalOut-of-HomeDigitalAudio12

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Global

traditional

ad

spending

shows

a

slow

decline,

projected

to

reach

US$

291billion

in

2028Market

Size:

GlobalTraditional

Advertising

market:

Advertisingspending

forecast

inbillionUS$+1.5%(1)342.423.430.9342.323.931.1339.824.431.0307.8306.3307.2303.1305.1302.0298.6294.8291.118.320.420.917.121.221.321.421.521.628.353.427.555.428.450.828.648.628.646.228.543.728.341.328.238.828.136.474.355.870.156.666.357.558.658.560.161.262.262.857.263.263.7158.02017160.62018160.6145.82020149.22021148.32022149.02023147.92024146.42025144.82026143.12027141.420282019Traditional

TVTraditional

Direct

MessagingPrintAdvertisingTraditional

RadioTraditional

Out-of-Home13

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Average

Advertising

spending

per

capita

is

estimated

to

reachUS$

139.9

in2024Market

Size:

GlobalAdvertising

market:

Averageadspending

per

capita

forecast

inUS$180162.60157.30151.8016014012010080146.00139.90133.10125.10119.80101.7098.6691.3083.35604020020172018201920202021202220232024202520262027202814Sources:Market

Insights

2024Australia

&

Oceania

has

the

highest

value

for

average

ad

spend

per

capita

in2024Market

Size:

Regional

comparison

(1/2)Advertising

market:

Averageadspending

per

capita

forecast

inUS$600551.2563.7542.4542.8533.5521.8523.7499.7514.4501.2483.3500400300460.7412.7328.5401.5393.5304.5476.6371.0277.6451.7424.9405.2204.9344.2272.595.9263.9255.2246.2236.8226.5212.6180.4176.7170.9200

159.610092.29.184.78.988.59.080.58.875.98.767.08.370.58.652.58.255.47.847.17.941.87.79.2020172018201920202021Asia2022202320242025202620272028AfricaEuropeAmericasAustralia&Oceania15Sources:Market

Insights

2024With

average

ad

spending

per

capita

of

US$

1,288,

the

United

States

has

thehighest

value

among

selected

countries

in

2024Market

Size:

Regional

comparison

(2/2)Advertising

market:

Averageadspending

per

capita

forecast

inUS$1,473.01,004.01,5001,00050001,414.0967.71,355.0931.51,293.0894.11,228.0853.51,160.0809.61,088.0758.41,037.0699.4875.9578.4759.2522.5823.2561.8687.3479.1248.2227.1365.2356.7347.6337.5314.9326.5297.5301.4277.3266.9268.2203.7193.1172.1182.7160.7356.0346.52027128.0135.1148.9327.2337.12026255.387.8307.3318.5241.5100.293.375.239.5273.562.52017201820192020202120222023202420252028ChinaFranceGermanyUnitedKingdomUnitedStates16Sources:Market

Insights

2024Programmatic

advertising

is

the

leading

method

for

buying,

displaying,

andoptimizing

advertising

spaceDistribution

bymethod:

GlobalDigital

Advertising

market:

Programmatic

adrevenue

distribution18%17%17%16%16%21%20%80%19%24%23%26%28%82%83%83%84%84%81%79%76%77%74%72%201720182019202020212022202320242025202620272028ProgrammaticNon-programmatic17Sources:Market

Insights

2024Inthe

Digital

Advertising

market,

the

largest

players

dominate

their

respectivefieldsDeep

dives:

Key

player

landscapeWorldwide

market

sharesintheSocial

MediaAdvertising,

Search

Advertising,

andDigital

VideoAdvertising

segmentsin202385%SearchAdvertisingDigitalVideoAdvertisingSocial

MediaAdvertising63%37%

Rest17%83%15%RestRest18Sources:Market

Insights

2024;

Company

informationIn2019,

the

top

8

Digital

Advertising

players

captured

74%

of

total

digital

adspending,

rising

to

79%

by

2023,

gradually

asserting

dominance

in

the

marketDeep

dives:

Contribution

ofTop

DigitalAdPlayersContribution

oftop

digitalplayers’

advertisingrevenue

to

global

digitaladvertisingmarket2.0%2.5%2019202020212022202334.5%17.8%4.2%

3.2%5.9%3.9%26.0%25.3%1.4%2.6%32.2%18.4%6.0%4.3%6.3%3.6%3.3%1.2%2.3%35.3%34.9%33.4%19.3%6.5%5.2%5.3%6.4%5.9%21.6%2.8%

1.8%1.9%17.7%6.8%5.9%21.9%21.4%2.6%

1.7%1.8%18.5%8.0%6.6%Other19Sources:Market

Insights

2024:

Company

informationProgrammatic

advertising

involves

manydifferent

roles

and

reliesheavily

onmetrics

and

data

inputsDeep

dives:

Programmatic

advertisingProcess

of

programmatic

advertisingDatamanagementplatformsDatatoolsDatasuppliersDataexchangesAudiencedisplayingPublisherbuyingsellingAgencyDSP(1)SSP(2)AdserverAdserverusingAdexchangeplanningOffering

buying

solutionssuchas

real-time

biddingSupplySi

hTradedeskAudiencemetricsWebanalyticsPostevaluationAdvertisersupplyingsupplying20

Notes:Sources:(1)

Demand-side

platform

(2)

Supply-side

platformMarket

Insights

2024Marketers

have

had

increased

interest

in

spending

more

on

programmaticadvertising

campaignsDeep

dives:

Programmatic

advertisingCampaign

spending

projection

for

programmatic

videoin2022Campaign

spending

projection

for

programmatic

audio

in20222%3%1%6%5%6%14%20%35%32%37%37%31%48%53%47%91%86%75%UK67%65%UK63%63%61%52%U.S.GlobalAustraliaCanadaU.S.GlobalAustraliaCanadaIncreaseConstantDecrease21Sources:

MiQWhile

television

is

still

the

dominant

advertising

touchpoint

in

the

U.S.

andChina,

Germany

has

been

overtaken

by

online

stores

and

video

portalsDeep

dives:

Advertising

touchpointsEncounteringnon-digital

advertisementsinthe

past

4weeksin2023Encounteringdigitaladvertisementsinthepast4weeksin202346%49%34%44%Social

media

websites

and

appsOnTV38%37%40%Video

portalsVideo-streaming

servicesSearch

engines33%31%43%OnbillboardsOntheradio44%38%25%27%37%33%34%32%33%17%34%32%42%28%OnlinestoresDirectly

inthestore37%37%38%28%27%Video

games34%24%28%22%22%By

mailshot

/advertising

mailAtthemovies/cinema22%18%40%36%Websites

and

appsofbrandsMusicportalsandstreaming

servicesPodcasts19%24%22%16%17%18%Inprintedmagazines

andjournalsInprinteddailynewspapersIhaven’t

come

across

anynon-digital

ads20%13%14%19%25%19%25%14%19%Editorial

websites

andappsNewsletters16%11%26%24%11%7%10%11%Blogs/forums20%9%United

Statesof

AmericaChina

(Mainland)Germany22

Notes:Sources:"Where

have

youcomeacrossnon-digital

ordigital

advertisements

in

the

past4

weeks?”;Multi

Pick;U.S.:

n=60,267;

Germany:n=35,938;

China:

n=24,552Consumer

Insights

asof2024CHAPTER

2Market

NumbersMARKETSTV

&

Video

AdvertisingThe

TV

&

Video

Advertising

market

is

evolving

globally,

driven

by

digitaltransformation

and

consumer

personalizationOverview:

SummarySummaryTheglobalTV&Video

Advertising

market

isundergoing

significanttransformationastraditional

TVadvertising

diminishesinfavorof

digitalvideoadvertising.Consumers

increasingly

prefer

on-demand

content

throughdigitalplatformsandstreaming

services,

shiftingaway

from

traditionalTVads.More

andmoreadvertisers

are

utilizing

targeted

adson

digitalchannelstoengageaudiences.Macroeconomic

factorsimpactmarket

dynamics,with

theCOVID-19

pandemictemporarily

reducing

adspendingbutexpected

torebound

aseconomiesrecover.

Advancements

intechnology

andinfrastructure,especially

inemergingmarkets,

furtherdrive

growth

byincreasing

internet

access,

smartphoneadoption,and

changesinconsumer

behavior.Therise

ofprogrammatic

advertising

andmobile

video

advertising

aremajordrivers

of

theTV&Video

Advertising

market.

Programmatic

advertising,driven

bydata

andanalytics,allows

advertisers

to

target

audiences

more

efficiently.Similarly,

mobile

video

advertising

capitalizeson

smartphone

andtabletusage,offering

personalized

and

interactive

content.Insummary,

theTV&Video

Advertising

market

isevolving

globally,driven

bychangingconsumer

preferences,

emerging

trends,local

dynamics,andmacroeconomic

shifts.

Advertisers

must

adapt

byleveraging

digitalplatformsandinnovativeadvertising

strategies

toremain

competitive

inthisevolving

landscape,asdigitalvideo

advertising

becomes

increasingly

central

to

marketingcommunications.Local

dynamicsalsoshapethemarket.

IntheUS,traditionalTVnetworks

andsportsevents

dominate

advertising,while

inChina,

rapiddigitalization

andregulatory

complexities

present

bothopportunities

and

challenges.25Sources:Market

Insights

2024TV

&

Video

Advertising

can

effectivelytargetlarge

audiences

through

non-digitaland

digital

contentsOverview:

Market

DefinitionMarket

definitionTV&Video

Advertising

includesadvertising

inthe

form

ofmoving

visualimagesinstead

oftraditional

broadcasttelevision

andalladformatswithin

digitalvideochannels.

Traditional

TVAdvertising

includesnon-digital

formats

and

excludes

allforms

of

digital

TVadvertising.

Traditional

TVAdvertising

alsocovers

alladspendingon

pay-TVoperators

and

networks,

free-to-air

networks,

and

free-to-airspin-off

digitalchannelsfrom

terrestrial

network

operators.

In

comparison,

DigitalVideo

Advertising

includesalladformats

withinwebbased

videos,

app-based

video

players,social

media,or

streaming

appsthatappearon

computerscreens,

smartphones,

tablets,and

other

internet-connected

devices.DigitalVideo

Advertising

formats

are

displayed

asinstream

and

outstream

videoads.Instream

video

adsincludeadvertising

thatappearsbefore,

during,or

afterthestreamed

video

(pre-roll,

mid-roll,

andpost-roll

videoads)andvideo

overlays(text-or

image-based

overlays

thatappearwhile

watchingavideo).

Outstreamvideo

adsincludevideo

advertising

thatappearsinnon-video

environments,

e.g.,in-feed

on

social

media

or

text-based

content

(so-called

nativeadvertising).Additionalinformation:TheTV&Video

Advertising

market

comprises

advertising

spending,users,average

revenue

peruser,anduserdemographic.

Themarket

only

displaysB2Bspendingandusers

forthemarket.

Figures

arebased

onadvertising

spendingandexcludeagency

commissions,

rebates,

production

costs,andtaxes.

Additionaldefinitionsof

TraditionalTVAdvertising

andDigitalVideo

Advertising

canbefoundontherespective

pages.

For

more

information

onthedata

displayed,usetheinfobutton

rightnext

totheboxes.Traditional

TVAdvertisingincludesall

adspending

onmoving

imageformatsbroadcasted

viatraditionaltransmission

channels

suchasterrestrial

and

digitalterrestrial

(DTTV,DTT,DTTB)

TV,cable

TV,satellite

TV,andlinearTVdelivered

viaInternet

Protocol

television

(IPTV).26Sources:Market

Insights

2024TV

&

Video

Advertising

accounted

for

31.14%

of

the

Advertising

market

revenuein

2024Overview:

Key

Takeaways

and

inscope

/outof

scopeKeyTakeawaysInscopeOutof

scopeAdspending

intheTV&Video

Advertising

market

isprojected

to

reachUS$337.50bn

in2024.Thismarket

includes:Thismarket

excludes:Thelargest

market

isDigital

Video

Advertising

with

amarket

volume

ofUS$189.60bn

in2024.?

Traditional

linearTVadvertisingbroadcasted

over

traditionaltransmission

channels(e.g.,DTT,cable,satellite)?

Video

adson

pagesthatare

notinavideo

playerInglobalcomparison,

most

adspending

will

begenerated

in

theUnitedStates(US$144bn

in2024).?

Digitalvideo

advertising

coveringalladformats

withinwebpagebased

videos,

app

based

videoplayers,

social

media

networks

orsocial

media

appsTheaverage

adspendingper

userintheDigital

videoadsmarket

is

projected

toamount

to

US$30.27

in2024.Thenumberof

TVViewers

is

expected

tobe5.7bn

users

by

2028.27Sources:Market

Insights

2024TV

&

Video

Advertising

ad

spendings

are

estimated

to

increase

at

a

CAGR(1)

of6.4%

from2017

to

2028Market

Size:

GlobalTV&VideoAdvertising:Advertising

spending

forecast

inbillionUS$+6.4%(1)381.1141.4370.8143.1360.5144.8349.7146.4337.5147.9324.1149.0307.1148.3296.6149.2252.3145.8235.8160.6214.0160.6192.8158.0239.72028227.72027215.72026203.32025189.62024175.12023158.82022147.42021106.5202075.253.434.8201720182019DigitalVideo

AdvertisingTraditional

TVAdvertising28

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024With

ad

spending

of

US$

166.2

billion,

the

Americas

are

the

biggest

marketamong

selected

regions

in

2024Market

Size:

Regional

Comparison

(1/2)TV&VideoAdvertising:Advertising

spending

forecast

inbillionUS$+3.2%(1)188.7166.2+3.6%(1)125.2108.6+1.4%(1)56.453.3+3.1%(1)+2.9%(1)6.47.23.13.52024202820242028202420282024202820242028EuropeAfricaAmericasAsiaAustralia&Oceania29

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024In2024,

the

United

States

leads

among

chosen

nations,

with

advertisingexpenditures

totaling

US$

143.8

billionMarket

Size:

Regional

Comparison

(2/2)TV&VideoAdvertising:Advertising

spending

forecast

inbillionUS$+3.3%(1)163.9143.8+4.5%(1)76.264.0+1.0%(1)+1.3%(1)+1.9%(1)14.615.16.16.46.16.62024202820242028202420282024202820242028ChinaUnited

StatesUnited

KingdomGermanyFrance30

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Over

the

period

from

2017

to

2028,

the

average

ad

spending

for

Traditional

TVadvertising

is

declining,

while

that

for

Digital

Video

is

increasingMarket

Size:

GlobalTV&VideoAdvertising:Averageadspending

per

userforecast

inUS$33.324.8353025201510532.425.231.725.531.126.430.630.830.517.930.027.330.326.929.627.929.727.427.523.113.99.90201720182019202020212022202320242025202620272028Traditional

TVAdvertisingDigitalVideo

Advertising31Sources:Market

Insights

2024Traditional

TV

advertising

spending

is

estimated

to

decrease

at

a

CAGR(1)

of-1.0%

from

2017

to

2028Market

Size:

Regional

Comparison

(1/2)Traditional

TVAdvertising

market:

Advertising

spending

forecast

inbillionUS$-1.0%(1)160.562.85160.562.85157.992.86141.382.67149.242.53148.272.60148.972.122.64147.912.66145.842.42146.402.671.581.661.81144.782.68143.092.681.922.032.191.772.242.282.3231.5431.822.3631.2529.4528.9529.5527.6629.5329.4129.2529.0528.8341.9642.3441.1238.8940.0740.0441.0141.5842.0342.4442.8443.2481.18201782.55201881.74201975.10202075.27202174.65202273.65202371.95202470.05202568.13202666.20202764.282028AmericasAsiaEuropeAustralia&OceaniaAfrica32

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024The

United

States

leads

in

Traditional

TV

Ad

spending

among

selected

countriesin

2028,

with

a

total

expenditure

of

US$

51.11

billionMarket

Size:

Regional

Comparison

(2/2)Traditional

TVAdvertising

market:

Advertising

spending

forecast

inbillionUS$-2.3%(1)97.6096.4095.9674.994.564.533.6688.1912.1488.3811.943.834.843.884.843.934.823.394.324.633.59

86.174.6585.1710.973.694.285.0683.3411.033.734.385.055.3613.943.72

81.294.465.3213.945.3913.3079.2211.093.714.524.843.69

77.123.684.634.94