Global TV Ad Spend Rises, Despite National Differences

Global TV advertising spending will slightly improve this year versus a year ago -- but will continue to steadily rise over the next six years.

TV advertising worldwide is expected to grow 4% this year, up from 2.2% in 2013. By 2020, it will climb to $236 billion -- 38% higher than in 2013, according to a new report by Digital TV Research.

But not all countries will thrive in the coming years.

“Devaluation is a factor in some markets, such as Venezuela,” says Simon Murray, author of the TV Advertising Forecasts report. “In addition, internal conflicts in countries such as Israel, Thailand and the Ukraine have damaged the advertising industry.”

Western Europe is still also under some economic stress and rise modestly this year 2.7% -- this after declining TV spending in past two years. Still, the study says Western Europe will see an overall 26% hike by 2020 versus 2010.

On the positive side, TV advertising spending will double in broader regions overall -- Latin America as well as the Middle East and Africa between 2010 and 2020.

The U.S. will remain the global TV advertising market leader and will contribute the largest share of TV ad spending to be added in the next few years.

Of $64.4 billion TV ad spend to be added between 2013 and 2020, $22.6 billion (35%) will come from the U.S., followed by an extra $7.9 billion from China, $3.7 billion from Brazil and $3.1 billion from Japan.

Free-to-air TV advertising expenditure will increase by 34% between by 2020 from 2010 to $168 billion, with multichannel TV advertising expenditure nearly doubling to $67.5 billion between by 2020 from 2010.

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