IPG Mediabrands y MAGNA prevén un crecimiento de 5,4% para el mercado publicitario global en 2016
IPG Mediabrands agency and Magna Global published their Global Advertising Income Forecast Report. The forecast reveals that for 2016 there will be a 5.4% growth in the global advertising market, reaching US$480 billion. The biggest contributors for this growth are the U.S. and China. This is the strongest growth for the industry in the last six years. The report also indicates that digital media advertising will exceed TV in 2017. Digital media advertising sales will grow 15% in 2016, while traditional media will experience no change. Global advertising sales for TV will grow 4.4%. Advertising income in radio will remain without variations and graphic media will continue to drop in the long term.Sales in digital media will reach US$192 billion by the end of 2017, exceeding TV (US$178 million), positioning itself as the number one media category at a global scale. Growth is being impulsed by the main sports and social events in 2016, including elections in the U.S., the UEFA Champions League, the Olympic Games and America’s Cup.The forecast points out that for the first time in the U.S., advertising sales in digital media will match those of TV. Latin America is in the middle of a recession, therefore it will only reflect a 3.3% growth.
