Global Ad Spends Forecast from Dentsu, the leading advertising company, ranks India as one of the top markets based on its year-over-year growth rate. In India, advertising spending is expected to increase 10.8% in 2021 to reach INR 67,000 crore (USD 9 billion). This performance is a huge boost for the company considering that the industry fell 12.9% in 2020. TV continues to be the most popular medium in India, with a share of 40 , 9% of advertising spending and a growth of 7.7% compared to 2020.
The share of digital spending has grown rapidly from 20% in 2019 to 29.4% in 2021, and is expected to reach 32.7% by the end of 2022. The advertising market is expected to grow a further 12.4% in 2022, recovery to pre-pandemic levels, particularly through digital and television versus a longer recovery for print, film, out-of-home advertising and radio.
The pandemic-induced drop in global advertising spending in 2020 turned out to be less severe than expected, according to the report. The overall advertising market outlook for 2021 is a recovery of 10.4% growth, which is an improvement of 4.6 percentage points from the January 2021 forecast. The advertising market is expected to fully recover in 2021, exceeding pre-pandemic spending, earlier than expected. The IMF (June 2021) forecasts global real GDP growth of 6 percent in 2021 after declining 3.3 percent in 2020. The report also mentions the top 10 trends in advertising spending in 2021, according to which the growth of Global advertising will reflect total spending of $ 634 billion based on data from 59 markets. This spending will exceed pre-pandemic levels, with an upgrade in 2020 from -8.8% expected in January 2021 to -7.2%, following increased spending in the fourth quarter of 2020.
On the digital front, he said digital will continually drive the 2021 recovery, returning to double-digit growth of 15.6% and total spending estimated at $ 311 billion. While TV, print, radio, outdoor advertising and movie ad spending fell 14.8% in 2020, digital spending increased 4%.
By market, the top five contributors to the $ 59.7 billion growth in additional ad spend in 2021 will be the United States, China, United Kingdom, Japan and Australia. The American part of the ad
spending remains significantly higher than all other markets in 2021. The highest growth rates in 2021 are expected to come from spending in India, Canada, US, Australia and UK. and growth of 7.1%, driven by the UEFA European Football Championships and Olympic and Paralympic Games sporting events. A return to growth is expected for linear media in 2021 of 6.3%. However, at $ 312 billion in 2021, spending levels will remain below pre-pandemic levels of $ 344 billion.
Following the significant impact of the pandemic epidemic, OOH advertising spend is expected to increase 14.6% to $ 34.4 billion, with the spend share increasing slightly to 5.5%. Growth will be driven by the return of passengers and footfall and growing opportunities in digital, personalization and programming will continue to be at the heart of delivery. Spending is expected to rebound by the end of 2022, to $ 37.6 billion.
Based on sector analyzes, government spending remains a key area of spending growth, supporting the deployment of the Covid vaccine and other related initiatives. The travel and transportation sector continues to be affected by the uncertainty of the pandemic, border closures and travel restrictions, with advertising spending in this sector being revised downwards from the January 2021 forecast. An 8.7% overall increase in demand is expected in 2021, following the 47% drop in 2020 as international travel begins to pick up.
Media and entertainment is expected to reach 8.9% after a 15.2% reduction in 2020, while spending on automotive advertising is expected to increase 9.5% from a 15.2% reduction in 2020.