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State of the Screens

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

By April 8, 2021No Comments

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%)

Ex-Political Advertising Growth

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%)

Total Media Ad-Spending by Country

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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