Kwendi News

GroupM Predicts Increase In Total Advertising Spend In 2020 Due To US Political Advertising

As the US prepares for the 2020 presidential election, political advertising is expected to make a large contribution to overall advertising spending not only locally but globally, says “This Year, Next Year”. Group M predicts global advertising market growth (excluding political advertising in the United States) by 4.6% in 2019 and 4.7% in 2020. At the same time, considering that political advertising in the United States, growth is forecast to slow down to 3.4% in 2019, and to accelerate to 6% in 2020. 

The report also says that China, India, the United Kingdom, and Brazil are making significant contributions to global growth, which together account for "significantly more" half of the costs in 2019 and 2020.

Group M predicts that digital media will account for 50% of global ad spend by 2020, double the 25% from 2014. The global TV advertising market is expected to decrease by 3% in 2019 and then increase by 1.5% in 2020, driven by the US elections. The share of print media in 2019 and 2020 will decrease by 9.3% and 5.8%, accordingly. Newspapers account for just 6% of total advertising spending in the world, up from 34% 20 years ago, and will generate $38 billion in revenue by 2020.