Global ad spend reaches $495bn in 2012

The global advertising market reached $495bn this year, up 3.8% over 2011, and will grow 3.1% next year, according to the Magna Global Advertising Forecast 2013.

The US remains the largest market, attracting $152.3bn in ad revenues, followed by Japan ($51.2bn), China ($38bn), Germany ($25.1bn) and Brazil ($20.5bn). The 2012 estimate is slightly lower (-1.0%) than Magna Global’s earlier prediction in June, owing largely to a slowdown in Western Europe.

Western Europe saw a 2.8% decline in ad revenues in 2012, as challenging economic conditions continued to take their toll on ad spend. However, the region’s two biggest markets – Germany and the UK – managed to grow, with 0.5% and 2.2% growth, respectively. They are expected to show modest growth in 2013 and the region as a whole is predicted a decrease of 0.1%.

All of Southern Europe saw declines this year, particularly in Greece (-28%), Spain, Portugal, France (-2.5%) and Italy. Overall, the region is expected to see a 4.3% decline in growth in 2013.

The Central and Eastern European markets of Hungary, Croatia, Romania, Bulgaria, Poland and the Czech Republic saw declines, but this was offset by 10.4% growth in Russia and 8.4% growth in Turkey. Overall, ad revenues in the region grew 5.5% and are expected to grow 7% next year.

Top 10 ad markets (2012-2017)

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