J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Advertising worldwide – statistics & facts
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All advertising markets across the globe win, yet some win more than others. Ad spending worldwide increased by eight percent to almost 792 billion U.S. dollars in 2024, compared to a growth rate below three percent in the previous year. For comparison, in 2024, Taiwan ranked 22nd among the leading economies by gross domestic product (GDP) with a result estimated at 775 billion dollars. Whereas global ad revenues concentrate in areas with large populations or high purchasing power – preferably both – their evolution depends on a wider set of indicators. It was projected that, in 2024, the Americas would be the world's fastest-growing ad market and the only one whose expansion matched the global average. The second-placed region, comprising Europe, the Middle East, and Africa (EMEA), would see its ad expenditure rise by little more than six percent.
Within EMEA, the United Kingdom, Germany, and France stand among the 10 leading global ad markets. The UK harbors an industry known for its creativity, pushing the country to rank as Europe's most effective ad market as of 2023, an index score-based list informed by each territory's performance at award shows. That year, Germany still stood out for very different reasons: the persistent importance of TV and daily newspapers for its advertisers. The two media combined accounted for nearly 60 percent of Germany's ad spend, while online channels lagged with about 12 percent. France's ad revenues grew by 15 percent between 2019 and 2023, surpassing 17 billion euros in the latter year. Part of its solid development comes from harboring corporations such as Publicis, the second-largest ad holding worldwide, and JCDecaux, the largest out-of-home (OOH) media company on the planet.
Expanding markets, different evolutions
The Americas' relevance for the advertising world cannot be understated. The United States remains the largest ad market on the planet, with spending forecast to exceed 450 billion dollars in 2025. Canada and Brazil also make it to the top 10. The Canadian ad market stands out as one of the highest-digitized across the globe: Sources predict that, in 2025, online channels will account for about three-quarters of Canada's total ad revenues. Meanwhile, Brazil and Mexico were expected to rank as the fastest-growing digital retail media ad markets worldwide in 2024. In both countries, revenues were projected to expand by over 40 percent in one of the trendiest segments in advertising today.Within EMEA, the United Kingdom, Germany, and France stand among the 10 leading global ad markets. The UK harbors an industry known for its creativity, pushing the country to rank as Europe's most effective ad market as of 2023, an index score-based list informed by each territory's performance at award shows. That year, Germany still stood out for very different reasons: the persistent importance of TV and daily newspapers for its advertisers. The two media combined accounted for nearly 60 percent of Germany's ad spend, while online channels lagged with about 12 percent. France's ad revenues grew by 15 percent between 2019 and 2023, surpassing 17 billion euros in the latter year. Part of its solid development comes from harboring corporations such as Publicis, the second-largest ad holding worldwide, and JCDecaux, the largest out-of-home (OOH) media company on the planet.
