Dade Hayes Finance EditorA new forecast from agency giant GroupM sees total global advertising declining 10% in 2020, counting U.S.
political dollars, with international damage the worst in countries like Brazil, Japan and the UK.The mid-year forecast assesses all media, projecting a return to previous levels by 2022.
Excluding political ads in the U.S., global spending will total $517.5 billion, down nearly 12% from 2019. In 2021, though, an 8% rise in advertising will be paced by half of the top 10 global markets increasing by double-digits, the report predicts.COVID-19 is the main culprit for 2020’s meltdown, though the report also highlights factors such as protests across Asia and the UK’s exit from the European Union.
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