TV and radio
The global TV advertising spending in 2018 amounted to 182 billion U.S. dollars and it is expected to decrease, albeit slowly, to nearly 178 billion dollars by 2021. Central and Eastern Europe together with Latin America are the only two regions expected to see growth in TV investments in the measured period. Global radio advertising is projected to slightly grow between 2018 and 2021, by roughly one billion U.S dollars, mostly due to development of digital formats.
With regard to print media, there has been a decrease in the advertising expenditure on both newspapers and magazines, and industry forecasts are not kind to the future of print media. In 2018, global spending on magazine ads amounted to 26.8 billion U.S. dollars, but it is believed to drop to 21 billion in the next three years. At the same time, newspapers will not fare any better, with investments in ads declining from 47 to 40 billion U.S dollars. Again digital media counterparts are disrupting the market and drawing the focus away from traditional media.
Digital and mobile
Spending on digital advertising worldwide was estimated at 333.25 billion U.S. dollars in 2019. The sector is growing at an impressive rate and is expected to surpass 517 billion dollars in 2023. In 2018 fiscal year, American multinational technology company Google generated 116 billion U.S. dollars in revenue from digital advertising. Comparatively, Facebook and Twitter made 55 and 2.6 billion U.S. dollars on ads respectively.
Mobile internet advertising is the fastest growing medium on the global ad market. In 2018, mobile ad spend worldwide amounted to roughly 159.9 billion U.S. dollars and it is expected to grow further to 250.5 billion by 2021. As of 2018, Asia Pacific is showing the largest potential for development, with mobile ad requests from advertisers having increased by 44 percent compared to 2017. On a global scale, ad requests have grown by 27 percent in the measured period. The highest spending industry on mobile ads in 2018 was the retail sector, accounting for 49 percent of investments into mobile promotional activities. Media followed with half of the result, and finance held only six percent of the pie.