Dentsu's 10 ad spend trends in 2021

Chris Pash
By Chris Pash | 29 January 2021
Thinkstock

Dentsu has released its 2021 Ad Spend Report forecasting advertising investment to grow by 5.8% globally and 5.9% in Australia this year.

 Here are the top 10 ad spend trends for 2021, according to the report:

  1. Global advertising spend is forecast to recover to 5.8% growth in 2021, reaching a total of US$579 billion, based on proprietary dentsu data from across 59 markets.
  2. This represents a significant recovery to advertising expenditure, but not enough to recoup the 8.8% drop recorded over 2020.
  3. A return to positive growth is predicted for all regions in 2021, driven by Western Europe (7.5%), Asia-Pacific (5.9%) and North
  4. America (4.0%).
  5. Following steep declines in 2020, the fastest growing markets in 2021 are forecast to be India (10.8%), the United Kingdom (10.4%) and France (8.9%).
  6. By share of global ad spend, the top five markets in 2021 will be the United States, China, Japan, the United Kingdom and Germany.
  7. A Q2 recovery is expected, with ad spend increasing by 2%, 13%, 4% and 3% across quarters versus 2020 on a like-for-like basis, reflecting the severe impact of lockdowns on ad spend in Q2 2020.
  8. For the first time, digital will reach half of total advertising expenditure in 2021, powering overall growth at a rate of 10.1%.
  9. Social (18.3%), search (11.0%) and video (10.8%) are the leading sources of digital growth.
  10. Traditional TV ad spend is forecast to grow by 1.7% in 2021 to reach US$169 billion—a 30% share of total ad spend. Sporting events, such as the UEFA European Football Championships and Tokyo Olympic & Paralympic Games, are expected to be key drivers of TV ad spend.

And the forecasts by region and by country:

dentsu forecasts 2021 - table

 

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