Recap
The U.S. accounted for 33% of worldwide
major-media ad spending (and 4.5% of world
population) in 2011, making it by far the biggest
ad market, according to Publicis Groupe’s
ZenithOptimedia. China ( 6.4% of 2011 world ad
spending and19.1% of population) is on track to
displace Japan as the No. 2 ad market in 2015.
MAJOR-MEDIA
SPENDING
ZenithOptimedia estimates for 2011, in billions.
%
CHANGE
1. U.S.
$154.9
+ 2.2%
2. Europe
$129.1
+ 3.1%
3. Asia and Pacific
$121.1
+ 5.4%
4. Latin America
$33.1
+ 6.0%
5. Rest of world1
$26.1
+ 1.6%
Total
$464.3
+ 3.5%
U.S.SPENDING
BYSECTOR
Estimated U.S. spending in 2011 vs. 2010 for major media
and marketing services. Data from ZenithOptimedia.
MAJOR MEDIA
MARKETING SERVICES
TOTAL 2011
SPENDING
TV 2
$58.83 billion/+ 4.1%
Direct mail
$49.03 billion/+ 2.9%
SPENDING
Radio
$16.38 billion/+ 2.1%
Telemarketing
$50.39 billion/+ 2.0%
SPENDING
Magazine
$18.62 billion/-0.8%
Sales promotion
$65.92 billion/+0.5%
SPENDING
Newspaper
$27.15 billion/- 8.5%
Public relations
$3.58 billion/+ 4.2%
SPENDING
Outdoor3
$7.28 billion/+ 5.5%
Event sponsorship
$23.85 billion/+ 8.0%
SPENDING
Internet4
$25.98 billion/+ 12.6%
Directories
$9.78 billion/- 7.9%
SPENDING
Cinema
$690 million/+ 3.0%
SPENDING
TOTAL MAJOR MEDIA
$154.93 billion/+ 2.2%
MARKETING SERVICES
$202.55 billion/+ 1.9%
TOTAL U.S.
$357.48 billion/+ 2.0%
Source: ZenithOptimedia’s Advertising Expenditure Forecasts, December 2011.
More info: zenithoptimedia.com.
Ad Age combined ZenithOptimedia regional classifications into the five breakouts shown.
Numbers rounded. “Major media” includes TV, print, radio, cinema and outdoor.
1. Includes Canada, which had 2011 major-media ad spending of $10.5 billion, up 4.9%.
2. Includes broadcast network, national cable, spot and syndication.
3. Includes billboards and out-of-home.
4. Includes display, internet video/rich media, classified, paid search, internet radio, podcast,
social media, mobile and widgets/apps.
WANT THE ANSWER? JUST ASK NIELSEN. ®
Nielsen has a solution for knowing and understanding global
and regional top line advertising trends, monitoring your
cross-country competition and viewing global ad campaigns
when they launch so you can easily track the marketplace.
© 2010 The Nielsen Company. 2508/1210
Just launched: Pulse Lite!
Get ad trends at an extremely affordable price. Order your
copy today by contacting us at globaladview@nielsen.com.