[eMarketer] 2021 is a historic year for global ad spending

Led by an unprecedented expansion in digital advertising, total worldwide ad spending will set a record for growth this year. In 2021, traditional ad, digital ad, and total ad spending will all post their highest rates of increase since we began tracking these categories internationally in 2011.

Pandemic conditions caused worldwide ad spending to decline by 1.2% last year, the first contraction on record. However, thanks to 2021’s extraordinary rebound, total spending by the end of this year will exceed 2019’s pre-pandemic figure by more than $120 billion.

Researchers at eMarketer say they foresaw a huge rebound in our 2021 forecast earlier this year, but digital spending is on track to far exceed our expectations, and this will pull up the overall numbers substantially.

Traditional ad spending will also end up with unusually strong growth—in line with our initial forecast—thanks to the low base effects caused by 2020’s extreme, pandemic-driven pullbacks in TV, out-of-home (OOH), and newspaper advertising.

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