Advertising expenditure worldwide to surpass $745 billion mark, according to Dentsu forecasts
Top Five Global Ad Spend Markets for 2025 Revealed by Dentsu's Forecast
According to the latest Dentsu Global Ad Spend Forecast, the top five markets expected in global ad spend for 2025 are:
- United States
- China
- United Kingdom
- Japan
- Germany
These markets represent the largest shares of global advertising expenditure, reflecting both their large economies and mature advertising industries. The Asia-Pacific region, including China and Japan, is highlighted as a significant growth center, with APAC projected to contribute over 36% of global media spend and 6% growth in 2025.
The report, which covers Europe, Middle East, Africa, Asia Pacific, and the Americas, is based on information from the agency network's brands. The data is compiled from data across the agency network's brands through December 2021.
Globally, the total advertising spend is forecast to grow by around 5% in 2024 to reach approximately $754.4 billion. Europe, the Middle East, and Africa combined are expected to see 4.5% growth, reaching about $200.7 billion. However, the report does not mention the predicted global ad spend growth rate for this year.
While the exact ranking beyond the top five is not detailed in the search results, these five markets are consistently cited by Dentsu as leading contributors to global ad spend. The report also predicts record levels of advertising spend across the U.K., but it does not specify the exact amount of predicted advertising spend in the U.K.
Interestingly, digital activity is expected to account for over half (55.5%) of the global ad spend at $408 billion. However, the report does not mention the anticipated share of digital activity in the global ad spend for this year.
Lastly, the Dentsu Global Ad Spend Forecast predicts that India, Russia, Canada, and the U.S. are predicted to be the fastest-growing markets in terms of ad spend. However, the report does not predict the top five or fastest-growing markets in terms of ad spend.
In summary, the top five markets in global ad spend expected according to Dentsu's forecast are the US, China, UK, Japan, and Germany, with strong regional growth in APAC and Europe. This reflects the dominant economic centers driving advertising investment worldwide. The report also highlights the increasing importance of digital media in global advertising spending.
In the Dentsu Global Ad Spend Forecast, technology plays a significant role as digital activity is expected to account for over half of the global ad spend at $408 billion. The business sectors of the United States, China, United Kingdom, Japan, and Germany are anticipated to be the largest contributors to this ad spend in 2025.
