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The global advertising market experienced some fairly turbulent times between 2000 and 2010, seeing growth rates as high as **** percent as well as lows reaching **** percent during that time period. However, since 2011 the situation has stabilized, and advertising spending growth remained on average at roughly **** percent. Yet 2020 brought the coronavirus outbreak and with it a high drop in ad spend of about **** percent (though previous forecasts expected a **** percent drop). According to projections, by 2024 the industry will see expenditure growth return to around *** percent.

Global advertising in 2022

Not surprisingly, the internet will be the largest advertising medium in 2024, accounting for a little over ** percent of global ad expenditures that year. Television, which has been the undisputed favorite among advertisers, will be overtaken by digital media. Between 2022 and 2024 TV is forecast to gain only around billion U.S. dollars, while mobile internet is expected to gain *** billion dollars in the same period. Most of major media are projected to have small gains in investments during the measured period, while newspapers and magazines are projected to lose by roughly and *** billion respectively.
All in all, North America will still be the most prominent region, with the U.S. poised to hold the crown for the largest advertising market in 2024. Canada and Mexico will take the second and third spots within the region, but on a global scale are not predicted to rank anywhere close to the top three markets. As a matter of fact, Asian countries, China and Japan will close the top three, making Asia the second leading region in terms of ad expenditures.