The source forecast that, in 2024, digital channels will attract little more than 59 percent of the global advertising expenditure, while TV and print media will account for around 23 and six percent, respectively. According to the projections, out-of-home (OOH) ads, audio, and cinema will collectively hold a share of less than 11 percent that year.
Shifts in advertising spending
The advertising market is dynamic and constantly changing. Another source forecast that, in 2024, the sectors with fastest growing ad spending worldwide will include politics, non-profit, and financial services, with politics alone standing with a projected increase of more than 500 percent by 2024 – the year of a presidential election in the United States, for example. These changes, however, will not be the same everywhere. South Asia was projected to be the only world region recording a double-digit ad expenditure growth rate in 2024. The U.S. and Canada will follow with a combined 7.6 percent increase.
The source adds the following information regarding missing percentage points to 100: "Total advertising spend includes 'Other' which is not itemized in this table."
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Dentsu. (December 6, 2023). Distribution of advertising spending worldwide from 2022 to 2026, by medium [Graph]. In Statista. Retrieved July 13, 2024, from https://www.statista.com/statistics/245440/distributuion-of-global-advertising-expenditure-by-media/
Dentsu. "Distribution of advertising spending worldwide from 2022 to 2026, by medium." Chart. December 6, 2023. Statista. Accessed July 13, 2024. https://www.statista.com/statistics/245440/distributuion-of-global-advertising-expenditure-by-media/
Dentsu. (2023). Distribution of advertising spending worldwide from 2022 to 2026, by medium. Statista. Statista Inc.. Accessed: July 13, 2024. https://www.statista.com/statistics/245440/distributuion-of-global-advertising-expenditure-by-media/
Dentsu. "Distribution of Advertising Spending Worldwide from 2022 to 2026, by Medium." Statista, Statista Inc., 6 Dec 2023, https://www.statista.com/statistics/245440/distributuion-of-global-advertising-expenditure-by-media/
Dentsu, Distribution of advertising spending worldwide from 2022 to 2026, by medium Statista, https://www.statista.com/statistics/245440/distributuion-of-global-advertising-expenditure-by-media/ (last visited July 13, 2024)
Distribution of advertising spending worldwide from 2022 to 2026, by medium [Graph], Dentsu, December 6, 2023. [Online]. Available: https://www.statista.com/statistics/245440/distributuion-of-global-advertising-expenditure-by-media/