World advertising industry spend & revenue statistics

We’ve compiled a worldwide collection of statistics about advertising spend and revenue, with numbers from 2021, 2022 and projected numbers for the end of 2023 to 2027. All data has been collected from reputable sources.

Global digital, radio & social ad spend

In 2022, digital ads made up the bulk of overall ad spend allocation covering over 60% of total budget. This is also projected to grow to 72.5% by the end of 2026. 

Between 2014 to 2022, radio ad spend dropped from 6.9% to 5%. 

Global social media ad spend is calculated to grow, with a projected spend of $233.65 billion by 2027, up significantly from the reported $130.24 billion recorded at the end of 2022. 

As a whole, digital ad spending is globally projected to reach $835 billion by the year of 2026.

The amount allocated towards Television ad spend varies highly depending on the region in question, 2021 numbers summarised below:

Mediums in which ad revenue is projected to grow include: TV and Video advertising, the audio ad niche, outdoor advertising & cinema. 

Newspaper and magazine commercial revenue is projected to decline by 2027, following the growth in overall digitisation lowering the demand for offline mediums of advertising. 

TV ad revenue is projected to grow, with 2022 numbers showing a total $171 billion on a global scale. Forecasts project TV ad revenue growing from $169 billion to $185 billion, over the period of 2023 to 2026.

Social media ad revenue in 2022 has seen exponential growth, considering the rise in popularity of the ad medium; with the following growth across their respective platforms:

Europe ad spend statistics (overview)

Digital advertising spend in Europe surpassed $96.9 billion at the end of 2022, up 5% year on year, from $92 billion in 2021.

Overall social media ad spend in Europe has been on a steady rise, growing 40% in 2021, and a further 25.5% following the end of 2022. 

Sweden-specific country ad spend data

The largest digital ad market in the Nordic region of Europe is Sweden, by far. 

In 2022, the nation spent $646.81 million SEK on radio ads, up by 3.13% compared to the previous year. 

Online ad spend was among the highest allocated budgets, with $6.01 billion SEK spent there, a rise of +2.4% year on year. Within that, podcast ad spending was $282 million SEK in 2021.

Cinema ad budget was among the mediums that most significantly changed year on year. Rising from $48.8 million SEK to $110.8 million SEK, a large rise of +127%. 

Between 2020 and 2025, Sweden’s filmed entertainment revenue growth was projected to grow 63.8%. Cinema ad revenue was projected to be $261.15 million by 2023. 

TV ad revenue for Sweden reached $4.8 billion SEK, a -1.6% decrease year on year compared to 2021.

In 2022 the Netherlands spent a total of $1.24 billion on social ad spend, projected to reach $1.52 billion by the end of 2026 (growth of +22.6%).

Overall ad revenue in the Netherlands is projected to reach €7.1 billion by 2026. 

It is predicted that by 2027, 82.3% of digital advertising revenue will come from programmatic advertising.

Revenue generated from radio advertising amounted to €220-€230 million in 2022. 

Dutch cinema ad revenue reached $11.04 million in 2022. Overall mobile revenue share of digital advertising was 46.31% projected to reach 51.61% in 2027.

In Q1 of 2023, revenue for the advertising and market research sector is projected to grow 37.4% compared to Q4 2022.

Germany specific country data

Overall ad spend in Germany is projected to reach $28.47 billion by the end of 2023. 

Share of digital advertising spending hit 12.1% in 2022, down by -0.1% YOY. 

Social media ad spending was €3.01 billion and €0.7 billion for mobile and desktop, respectively, projected to hit €5.5 billion and €1.14 billion by 2027. 

Desktop advertising spending reached €2.77 billion in 2022, down from €2.99 billion from the previous year. Mobile advertising in 2022 reached €1.72 billion, up from €1.69 billion. 

Programmatic ad spending in Germany reached $12.22 billion in 2022, up from $10.51 billion in 2021 (numbers only available in USD).

Share of digital advertising spending in 2022 was 62% desktop and 38% for mobile; mobile share rose 2% whilst desktop share fell -2%.

Outdoor ad revenue in Germany reached €1301 million in 2022, projected to reach €1428 million by 2026. 

German audio advertising revenue is projected to reach €832 million and €134 million, for radio and podcasts, respectively. By 2025, it’s projected that radio will reach €838 million, and podcast will reach €165 million. 

Online commercial advertising revenue in Germany is projected to reach €14.53 billion by the end of 2023.

TV and streaming revenue in 2022 reached €4.38 billion and €1.35 billion within TV and in-stream video advertising, respectively. TV ad revenue is projected to reach €4.64 million by the end of 2023. 

It is projected that by 2025 Germany’s advertising industry revenue will reach a total €36.1 billion. 

France specific country data

As of 2022, France spent $8.95 billion on traditional advertising methods, and $10.61 billion on digital media. 

Digital video, as a proportion of the ad spend, reached $893.92 million within the same year, up from $765.90 million, a +16.7% increase year on year. 

Share of TV and professional video advertising spending in 2022 made up 15.4% of the total budget, and is projected to decrease to 12.7% by 2027.  

Overall, ad spending in France was distributed by: linear means (37.8%) and digital means (62.2%). 

Ad revenue return from TV advertising amounted to €3.4 billion in 2022, down from €3.6 billion in 2021. 

In 2022, 92% of total budget was allocated to traditional TV, and 8% was broadcast video on demand; projected to be 83% and 17%, for traditional TV and BVOD, respectively. 

Social media ad spending amounted to €2.23 billion euros in 2022, whilst podcast ad spending only amounted to €6 million. 

Out-of-home ad revenue in France reached €228 million in 2022. 

Radio ad revenue amounted to €699 million, and cinema ad revenue reached €64 million in 2022. 

Switzerland specific country data

In 2022, Switzerland spent $5.56 billion on advertising, projected to reach $6.62 billion by 2027. 

In 2022 digital ads made up 64.7% and traditional media made up 35.3%; by 2027 this is projected to reach 74.1% and 25.9% for the same mediums, respectively. 

Of which, social media ad spend made up $0.46 billion of 2022’s budget, projected to increase to $0.56 billion by 2027. 

Ad industry revenue in Switzerland was $2718.77 million in 2022, projected to drop to $2654.01 million by 2025. 

Western Europe data

Total ad spending in Western Europe totalled $130.2 billion in 2021, projected to reach $153.08 billion by the end of 2024. 

Radio ad spending in Western Europe hit $5111 million in 2022, projected to reach $5238 million by the end of 2023. 

TV ad spending reached $28771 million in 2022, projected to reach $29009 by 2023’s year end. 

Magazine and newspaper ad spend is projected to decrease by 2024, by -6.3% and -7.4%, respectively. 

Cinema advertising spend was among the lowest in terms of allocated budget, along with radio, magazines and newspapers. However, the cinema advertising budget was projected to grow by 2024, from $485 million to $569 million (a +17.3% increase). 

UK ad spend & revenue statistics

In 2022, the UK spent $30.91 billion on advertising, up 6% year on year, and is projected to reach $32.45 billion by the end of 2023. 

In 2021, $127.63 million was spent on cinema advertising costs. Regarding tv ad spend, a total of $6751 million was allocated towards that medium.

Areas where ad spend is projected to grow the most by 2023 include: 

• Online display 5.4%
• Broadcaster video on demand 4.4%
• Out of home 5.8%
• Online radio 6%
• Cinema 31%
• Search 6.2%

Cinema as a medium of advertising is projected to grow at the highest rate, at 31% comparing 2022 to 2023. 

Areas where ad spend is projected to decline in 2023 include:

• Regional newsbrands -7.9%
• Magazine brands -6.4%
• Online classified -6.1%
• Direct mail -6%

The majority of ad mediums projected to lower spend by 2023 consist of direct mail and majority offline magazine and newspaper modes, with the highest drop being from regional newsbrands.  

UK ad revenue in 2022 reached $48.39 billion. 

Of which, radio advertising contributed $918.21 million. Cinema ad revenue reached $222.82 million, forecasted to reach $225.8 million, a rise of 1.3%. 

Africa ad spend statistics

Overall ad spend in Africa is projected to reach $5.1 billion by the end of 2023. Of this total budget, TV ad spend in 2022 hit $1.73 billion, projected to reach $1.86 billion by 2027.

Ghana-specific regional data

Total ad spend for Ghana reached $245 million as of 2021, 19.4% was made up of digital ad spend, and 80.6% traditional advertising, projected to reach 27% and 73% in 2027, for digital and traditional mediums, respectively. 

TV ad spend accounted for $39 million, whilst digital ad spend accounted for $25 million.

Sources:

Statista

Informa

Reportlinker

Zenithmedia

Media in Canada

Campaign brief Asia

PWC

Murf AI

Market effect

N Logic