Total Media Ad Spending, by Country

billions
Timeframe20222023202420252026
Asia-PacificMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– AustraliaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– ChinaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Hong KongMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– IndiaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– JapanMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– New ZealandMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– South KoreaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– TaiwanMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Other Asia-Pacific (1)Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– Southeast AsiaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
— IndonesiaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
— MalaysiaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
— PhilippinesMaximum of two rows can be charted.
Deselect another chart icon to add this one.
— SingaporeMaximum of two rows can be charted.
Deselect another chart icon to add this one.
— ThailandMaximum of two rows can be charted.
Deselect another chart icon to add this one.
— VietnamMaximum of two rows can be charted.
Deselect another chart icon to add this one.
Central & Eastern EuropeMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– RussiaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– TurkeyMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Other Central & Eastern Europe (2)Maximum of two rows can be charted.
Deselect another chart icon to add this one.
Latin AmericaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– ArgentinaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– BrazilMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– ChileMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– ColombiaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– MexicoMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– PeruMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Other Latin America (3)Maximum of two rows can be charted.
Deselect another chart icon to add this one.
Middle East & AfricaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
North AmericaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– CanadaMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– USMaximum of two rows can be charted.
Deselect another chart icon to add this one.
Western EuropeMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Other Western Europe (4)Maximum of two rows can be charted.
Deselect another chart icon to add this one.
– EU-5Maximum of two rows can be charted.
Deselect another chart icon to add this one.
— FranceMaximum of two rows can be charted.
Deselect another chart icon to add this one.
— GermanyMaximum of two rows can be charted.
Deselect another chart icon to add this one.
— ItalyMaximum of two rows can be charted.
Deselect another chart icon to add this one.
— SpainMaximum of two rows can be charted.
Deselect another chart icon to add this one.
— UKMaximum of two rows can be charted.
Deselect another chart icon to add this one.
WorldwideMaximum of two rows can be charted.
Deselect another chart icon to add this one.

Source: eMarketer

Note: All years converted to US dollars using average 2021 exchange rates; includes digital (desktop/laptop, mobile and other internet-connected devices), directories, magazines, newspapers, out-of-home, radio and TV

Additional Note: (1) Other Asia-Pacific includes American Samoa, Armenia, Azerbaijan, Bangladesh, Bhutan, Brunei, Burma, Cambodia, Cook Islands, Fiji, French Polynesia, Guam, Kiribati, Kyrgyzstan, Laos, Macau, Maldives, Marshall Islands, Micronesia, Mongolia, Nauru, Nepal, New Caledonia, Northern Mariana Islands, North Korea, Pakistan, Palau, Papua New Guinea, Samoa, Solomon Islands, Sri Lanka, Tajikistan, Timor-Leste, Tonga, Turkmenistan, Tuvalu, Uzbekistan, Vanuatu, Wallis and Futuna; (2) Other Central & Eastern Europe includes Albania, Belarus, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Czech Republic, Estonia, Georgia, Hungary, Kazakhstan, Kosovo, Latvia, Lithuania, Moldova, Montenegro, Poland, Republic of Macedonia, Romania, Serbia, Slovakia, Slovenia, Ukraine; (3) Other Latin America includes Anguilla, Antigua and Barbuda, Aruba, Bahamas, Barbados, Belize, Bolivia, Cayman Islands, Costa Rica, Cuba, Dominica, Dominican Republic, Ecuador, El Salvador, Grenada, Guatemala, Guyana, Haiti, Honduras, Jamaica, Montserrat, Netherlands Antilles, Nicaragua, Panama, Paraguay, Saint-Barthelemy, Saint Kitts and Nevis, Saint Lucia, Saint Martin, Saint Vincent and the Grenadines, Suriname, Trinidad and Tobago, Turks and Caicos Islands, Uruguay, Venezuela, Virgin Islands (British), Virgin Islands (US); (4) Other Western Europe includes Andorra, Belgium, Faroe Islands, Gibraltar, Greece, Greenland, Guernsey, Iceland, Isle of Man, Jersey, Liechtenstein, Luxembourg, Malta, Monaco, Portugal, San Marino.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.

Comparative Estimates from Additional Sources:

Total media ad spending, Asia-Pacific, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Australia, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Hong Kong, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Magna Global,June 2019

Total media ad spending, India, billions

Sources2020202120222023202420252026
eMarketer,October 2022
KPMG,September 2018
Pitch,February 2020
Zenith,December 2019

Total media ad spending, Japan, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, New Zealand, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, South Korea, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Ministry of Science, ICT and Future Planning (MSIP) - South Korea",December 2019

Total media ad spending, Indonesia, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Magna Global,June 2019

Total media ad spending, Malaysia, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Magna Global,June 2019

Total media ad spending, Philippines, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Singapore, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019
Magna Global,June 2019

Total media ad spending, Thailand, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Vietnam, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Central & Eastern Europe, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Russia, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Latin America, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Argentina, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,June 2018

Total media ad spending, Brazil, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Chile, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Colombia, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Mexico, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Peru, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Middle East & Africa, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, North America, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Canada, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, US, billions

Sources2020202120222023202420252026
eMarketer,October 2022
J.P. Morgan,December 2019
Magna Global,June 2020
Pivotal Research Group,May 2018
Winterberry Group,January 2020
Cowen and Company,January 2019
Zenith,December 2019
Nomura Instinet,June 2019

Total media ad spending, Western Europe, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, France, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Germany, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Italy, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, Spain, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending, UK, billions

Sources2020202120222023202420252026
eMarketer,October 2022
GroupM,June 2020
Zenith,December 2019

Total media ad spending, Worldwide, billions

Sources2020202120222023202420252026
eMarketer,October 2022
GroupM,June 2020
Cowen and Company,January 2019
Raymond James,June 2018
Zenith,December 2019
Dentsu Aegis Network,January 2020
Become a Client
Powerful data and analysis on nearly every digital topic.