Global advertising trends: 2018 and beyond

July 01, 2019  | Subscribers Only

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IHS Markit studies the global advertising market by adopting net advertising revenue (NAR) as a metric, taking away commissions and discounts. This report  studies the 2018 advertising markets and provides 5-year forecasts, covering the regions North America, Western Europe (WE), Central and Eastern Europe (CEE), Asia Pacific (APAC), and Middle East and North Africa (MENA). You will also find revenues by advertising companies including key TV broadcasters and online companies.


Global ad revenue experienced moderate growth of 1.3% in 2018, as a result of mixed global economic conditions. We expect growth to accelerate in 2019 to 7.5%, stimulated by growth in all regions, notably double digit growth in North America and CEE. The robust performance of online media in all markets will continue to offset slowing growth in TV.

List of tables and charts:

  • Global: Ad revenue as a % of GDP
  • GDP growth vs advertising revenue growth in global key markets 2018 - 2023
  • Ad revenue per capita in global key markets, 2018 
  • Ad revenues by region 2018 (€bn)
  • Global advertising revenues by medium (€bn)
  • Overall year-on-year revenue change in all regions (%)
  • Global ad revenue share 2014 vs 2018
  • Global online platform advertising revenue (€bn)
  • Broadcaster’s investments in 2018
  • US: Advertising revenue by media (€bn)
  • Canada: Advertising revenue by media (€bn)
  • WE: Advertising revenues by medium (€bn)
  • WE: TV advertising revenues by broadcaster (€bn)
  • Central and Eastern Europe: Advertising revenue by media (€bn)
  • Central and Eastern Europe: Nominal GDP growth (%) and ad revenues by country (€bn) 
  • APAC: Advertising revenue by medium (€bn)
  • APAC: Emerging markets advertising revenues in 2018 (€bn) 
  • APAC: Top 10 broadcasters’ TV advertising revenues (€bn)
  • APAC: Advertising revenue by online company, 2018
  • China: Online advertising revenue by type (€bn) 
  • China: Online video advertising revenue by company, 2018 
  • LATAM: Advertising revenue by medium (€bn)
  • LATAM: Advertising revenue in key markets by medium, 2018 (€bn) 
  • LATAM: Top 10 broadcasters’ TV advertising revenues (€bn)
  • MENA: Advertising revenue by medium (€bn)
  • MENA: Advertising revenues in key markets, 2018-2023 (€bn) 

Number of Pages: 19

Number of Tables and Charts: 26

Kia Ling Teoh

Senior Research Analyst – Advertising & Television Media, IHS Markit

Ms. Kia Ling Teoh is a senior research analyst, Advertising & Television Media at IHS Markit.

Ryan Doherty

Research Analyst, Advertising, IHS Markit

Ryan Doherty is a research analyst for global advertising and media at IHS Markit, based in London.

Research by Market
Media & Advertising
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