GroupM Projects A “More-Than-Full” Ad Recovery

Big news: GroupM has revised its growth forecast upward for the U.S. advertising market.

YoY growth for U.S. ad market (excluding political) in 2021 according to GroupM:
1) Original – ↑ 12%
2) Updated – ↑ 15%

U.S. ad market (excluding political)(YoY growth) according to GroupM:
1) 2015 – $194.6B (↑ 4%)
2) 2016 – $201.5B (↑ 4%)
3) 2017 – $213.2B (↑ 6%)
4) 2018 – $220.9B (↑ 4%)
5) 2019 – $235.9B (↑ 7%)
6) 2020 – $218.2B (↓ 8%)
7) 2021P – $250.7B (↑ 15%)
8) 2022P – $262.0B (↑ 5%)
9) 2023P – $271.8B (↓ 4%)
10) 2024P – $282.7B (↑ 4%)

U.S. TV ad market (YoY growth) according to GroupM:
1) 2015 – $65.4 (↑ 2%)
2) 2016 – $67.8B (↑ 4%)
3) 2017 – $66.0B (↓ 3%)
4) 2018 – $64.0B (↓ 3%)
5) 2019 – $63.8B (↓ 0%)
6) 2020 – $57.2B (↓ 7%)
7) 2021P – $62.5B (↑ 7%)
8) 2022P – $61.5B (↑ 2%)
9) 2023P – $61.3B (↓ 0%)
10) 2024P – $60.2B (↓ 2%)

Quote from Brian Wieser – Global President, Business Intelligence @ GroupM:
“Local cable should generally fare better than local broadcast, aided in part by ongoing efforts to sell advertising on an addressable basis.”

Top 5 global ad markets (% of total) according to eMarketer:
1) United States – $285.6B (45%)
2) China – $134.8B (21%)
3) Japan – $47.4B (7%)
4) UK – $32.9B (5%)
5) Germany – $23.1B (4%)
6) Other – $115.7B (18%)

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