J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Advertising worldwide – statistics & facts
All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.
Predicted as second-fastest growing global ad region in 2024, the U.S. and Canada respectively rank first and sixth among the largest markets by estimated ad spending that year. The two countries' ad expenditures collectively amount to more than that of Europe, Latin America, the Middle East, and Africa combined. The U.S. ad market entails a complex mediascape, with a high penetration internet rate and an ever-growing digital segment. While Canada follows the steps of its southern neighbor, linear TV remains a relevant channel for the Canadian ad industry.
An upcoming superpower and a traditional heavy hitter
India is not just South Asia's largest country. In 2024, it overtook China as the most populated nation worldwide, with over 1.43 billion inhabitants. That is more than one-seventh of the global population. Still, that South Asian giant ranked 11th among the world's top markets by estimated ad revenues in 2024, sandwiched between South Korea and Italy, countries whose populations collectively account for less than one-tenth of India's. The contrast between the colossal consumer market and the investments in advertising indicates much potential. The Indian advertising industry knows that and combines incentives for broader internet access with a solid print media sector to attract more ad dollars.Predicted as second-fastest growing global ad region in 2024, the U.S. and Canada respectively rank first and sixth among the largest markets by estimated ad spending that year. The two countries' ad expenditures collectively amount to more than that of Europe, Latin America, the Middle East, and Africa combined. The U.S. ad market entails a complex mediascape, with a high penetration internet rate and an ever-growing digital segment. While Canada follows the steps of its southern neighbor, linear TV remains a relevant channel for the Canadian ad industry.
