The advertising investment At a global level it will close this year with positive figures. Specifically, the forecasts of warc They point out that it will grow by 10.7% to reach 1.08 trillion dollars. The figures represent an improvement of 0.2 percentage points compared to estimates made in August, and are postulated as the strongest growth rate in six years.
This is what the consulting firm has pointed out in its report “Global Ad Spend Outlook 2024/25 Q4”, in which he points out that global advertising investment will also continue to grow in the coming years, although at a slower rate. Thus, growth of 7.6% is expected next year and 7% in 2026 (+7.0%), culminating in a global advertising market of 1.24 trillion dollars.
Advertising investment in the media
The Warc report breaks down the estimates based on the different channels and media, and points out that, although the digital environment is the leader in the distribution of spending, although it points out that the Television has experienced positive development. What’s more, linear television spending is expected to end the year up 1.9% to $153.6 billion, after two years of decline.
Linear television represents 14.3% of global advertising investment
Among the reasons for the growth, the consulting firm points to political advertising, in a year that was especially notable in electoral processes in different markets, and to notable sporting events, such as the Paris Olympic Games or the European Football Championship. However, he warns of the decline that the linear television over the last decade: it now represents just 14.3% of global advertising spending, down from a peak of 41.3% in 2013.
On the other hand, forecasts indicate that Internetwhich includes advertising revenue from exclusively online companies such as Alphabet, Amazon or Meta, grew 14.1% to a total of $741.4 billion. The figure represents more than two thirds (68.8%) of all advertising investment.
The social networks They could close the year with a total of 252.7 billion dollars, which would be equivalent to 23.5% of the global advertising market. As Warc explains, the outlook has been revised upward to 19.3% growth, due to positive results from Facebook, Instagram and TikTok during the first nine months of the year.
For its part, Abroad It will also experience growth of 7.2% this year, reaching $52.8 billion. The positive trend will also continue in the coming years, although at a slower pace: it is expected to grow by 6.2% next year and 3.1% in 2026.
He Cinema will also grow by 6.2%, and the same will happen in the so-called “legacy media” or traditional media -both physical and digital-, which will see their post-advertising income grow by 3.8% to $335.6 billion.
Instead, the traditional radio and the set of the press will experience declines of -2.3% and -2.4% respectively.
Factors to consider
Beyond the investment forecasts, Warc highlights in its report other issues to consider for the final stretch of the year:
Google’s dominance
The United States Department of Justice has indicated that Google maintains a monopoly on advertising on Search. The truth is that the company represents 90.1% of all search advertising, excluding China; and one of every five dollars invested in searching outside the Asian country goes to Google.
As a result of the ruling, Google must take a series of actions, including eliminating payments to mobile phone manufacturers and others for granting it preference by default; or the sale of your Chrome business to a third party.
Despite this, Warc points out that Google could close the year with a 13% increase in its advertising revenue, Positive figures that would continue to rise next year (+9%) and in 2026 (+7%).
The possible alternatives to Google are still far behind. Nevertheless, bing could register an increase of 5.1% in its advertising investment, up to 12.9 billion dollars. On the other hand, it is estimated that Apple It already makes $5.1 billion from search ads, mostly through its app store.
The shopping season
The forecast for consumer spending seems more positive than last year and that will boost advertiser investment. From Warc they point out that at a global level they will invest 299.2 billion dollars in advertising during the last quarter of the year. Half of them will be spent during the holiday season, which represents an increase of 10.2% from the previous year.
Retailers will spend $45.6 billion on advertising in the fourth quarter
Specifically, retailers will spend $45.6 billion on advertising during the fourth quarter, up 5.0% compared to last year. Television will attract 15.9% of this spending, $6.8 billion, and almost a quarter of this spending will go to advertising in connected televisions (CTV).
The platforms of retail media They will also benefit in the last period of the year. Globally, spending is expected to increase by 16.4%, to a total of $46.2 billion, which would be a new high. Amazon alone would earn $16.9 billion from advertisers, an increase of 18% compared to the previous year.
Canada blocks TikTok
The consulting firm also highlights the measure taken by the Canadian government to close TikTok in the country. alleging risk to national security, It has been decided to block the company and its commercial operations, but not citizens’ access to the application. They can continue using the platform.
Despite decisions like this in several markets, the Advertisers are not holding back their budgets for TikTok. According to Warc estimates, the app’s advertising revenue grew by 27.1% to $17.8 billion during the first nine months of the year.
Along these lines, TikTok is expected to generate $24.6 billion in advertising revenue (excluding China) this year, an increase of 25.9% compared to 2023, but equivalent to just 9.1% of all advertising spending on social networks.
The closure of the platform in different markets would benefit other networks, mainly Instagram, Snapchat or YouTube.
