Advertising market in 2021: more positive forecasts

Publication date: 07 Dec 2020

GroupM has updated their 2021 advertising growth forecast. Digital advertising is expected to grow by 8.2% during 2020, excluding U.S. political activity. This follows nearly a decade of double-digit growth, including the last six years, when it was better than 20% globally. Digital advertising for pure-play media owners should be 61% of advertising in 2021. This share has doubled since 2015 when it was only 30.6%. By 2024, digital advertising is estimated to have a 66% share globally.

media trends forecasts 2021

Advertising market in 2021: more positive forecasts

The Russian advertising market is expected to lose 6% in 2020. The only country where GroupM projects positive dynamics this year is China. Advertising there should accelerate by 6.2%. GroupM’s forecast for 2021 is more positive:

  • U.S. — 11.8%
  • China — 15.6%
  • Japan — 12%
  • U.K. — 12.4%
  • Germany — 4.6%
  • France — 7.2%
  • South Korea — 1.6%
  • Canada — 15.1%
  • Russia — 5%.


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