Copyright WARC 2018. All rights reserved.
Global Ad Trends
December 2018
In this report1Media analysisKey media intelligenceLatest WARC research
Brands set to question Snapchat and Twitter
in 2019
The latest practitioner sentiment towards
marketing budgets and trading conditions
around the world
Adspend projections from WARC’s
Consensus and International Ad forecasts
Results from WARC’s annual survey of global
advertising expenditure
23
Next edition:
Mobile
Consumer sentiment towards data
collection in return for relevant TV ads
TV’s share of global display advertising
spend and successful campaign budgets
TV’s reach and share of daily video
consumption
TV’s contribution to short-and long-term
profit ROI
Brands’ perception of TV effectiveness
versus their spending intentions for 2019
FAANG brands have increased their TV
spend by more than $1 billion
YouTube engagements push Google CPCs
to new low
One-quarter of Netflix subscribers might
leave if ads were introduced
Copyright WARC 2018. All rights reserved.
Global Ad Trends
December 20183
1Media analysis
10.0%
TV’s share of global display advertising spend 41.9%
62.0%
71.0%
US consumers unwilling to have their personal data
collected for more relevant TV advertising61.5%
56.4%live TV’s share of total daily video viewing
addressable share of TV ad impacts by 2022
TV’s allocation in successful high-budget ($10m+)
campaigns
proportion of long-term advertising-generated
profit by TV
Copyright WARC 2018. All rights reserved.
Global Ad Trends
December 20184
Note: Mobile includes tablet. TV excludes licensing fees. Newspapers, magazines, TV and radio exclude digital adspend. Data are for WARC’s 12 key
markets, which between them account for approximately two-thirds of the value of global ad trade.
SOURCEWARC International Ad Forecast
Linear TV still dominates the global display ad
market. It is estimated to have accounted for over
two-fifths (41.9%) of investment this year, a full
25.1 percentage points (pp) ahead of the second-
largest display medium, mobile internet.
The $140bn in estimated TV adspend among
WARC’s 12 key markets for 2018 represents a rise
of 1.0% from 2017 and 12.9% from a decade ago.
But TV’s share has been eroded by 6.7pp since
2009, mostly at the expense of mobile, which has
grown 16.6pp over the period. On current trends,
mobile would overtake TV as the largest display
medium in 2024.
TV’s share dips to 30.1% for 2018 when other
advertising formats –such as search and classified
–are included. This represents a loss of 1.7pp from
2017 and 8.9pp from 2009.
These linear figures do not account for video on
demand ad income which, though small, is
increasing its share of broadcasters’ ad revenue. In
the UK, ad income from on demand services is
forecast to account for 4.5% of broadcasters’ total
ad revenue this year, up from 4.1% in 2017 and
1.3% in 2011.
Media Analysis: TV at a crossroads
Linear TV continues to dominate global display
adspend, but its share is falling
0%
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NewspapersTVCinemaDesktop internet
MagazinesRadioOutdoorMobile internet
Get the data。