During a survey published in November 2023, over one-third – or around 34 percent – of responding global brand leadership reported plans to increase their spending on out-of-home (OOH) advertising in the following year. For radio, that share stood at 15 percent. Meanwhile, 64 and 56 percent of respondents said they planned to reduce investments in print ads and linear TV commercials, respectively.
Expected change in selected traditional media budgets worldwide in 2024
Characteristic
Significant decrease (over 10%)
Slight decrease (between 0 and 10%)
Maintain 2023 budgets
Slight increase (between 0 and 10%)
Significant increase (over 10%)
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Statista. (November 3, 2023). Expected change in selected traditional media budgets worldwide in 2024 [Graph]. In Statista. Retrieved July 13, 2024, from https://www.statista.com/statistics/276654/global-advertising-growth-by-media-category/
Statista. "Expected change in selected traditional media budgets worldwide in 2024." Chart. November 3, 2023. Statista. Accessed July 13, 2024. https://www.statista.com/statistics/276654/global-advertising-growth-by-media-category/
Statista. (2023). Expected change in selected traditional media budgets worldwide in 2024. Statista. Statista Inc.. Accessed: July 13, 2024. https://www.statista.com/statistics/276654/global-advertising-growth-by-media-category/
Statista. "Expected Change in Selected Traditional Media Budgets Worldwide in 2024." Statista, Statista Inc., 3 Nov 2023, https://www.statista.com/statistics/276654/global-advertising-growth-by-media-category/
Statista, Expected change in selected traditional media budgets worldwide in 2024 Statista, https://www.statista.com/statistics/276654/global-advertising-growth-by-media-category/ (last visited July 13, 2024)
Expected change in selected traditional media budgets worldwide in 2024 [Graph], Statista, November 3, 2023. [Online]. Available: https://www.statista.com/statistics/276654/global-advertising-growth-by-media-category/