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2022 Mid-Year Advertising Forecast GLOBAL JUN E 2 02 2JUNE 2022 ? T H I S Y E A R N E X T Y E A R I G L O B A L INTRODUCTION 03 04 GLOBAL ECONOMIC BACKDROP THE IMPACT OF NEW GOVERNMENT POLICIES 09 13 MEDIA CONCENTRATIONS BLURRY MEDIA DEFINITIONS AND DIGITAL EXTENSIONS MEDIA CONCENTRATION CONTENT SPENDING 13 14 16 ADVERTISING 18 22 25 INDUSTRY GROWTH REGIONAL GROWTH TRENDS CONCLUSION APPENDIX 26 26 28 33 38 39 HISTORICAL REVISIONS U.S. FORECAST U.K. FORECAST 2022 BY THE NUMBERS SUMMARY DATA TABLES AUTHORS 42 2JUNE 2022 ? T H I S Y E A R N E X T Y E A R I G L O B A L INTRODUCTION Many sectors are seeing significant growth in advertising revenue, yet there are fears of recession. E-commerce is finding its place in a world where in-person activities are resuming, all while pandemic-related lockdowns in China and supply chain bottlenecks from there and war-torn Ukraine contributed to a drag on growth in the first half of 2022. We now expect growth in ad revenue for pure- play digital platforms of 12% in 2022, slower than the 32% pace observed in 2021. As a major driver of last year’s gains, perhaps it should have been imprudent for anyone to expect e-commerce- r