群邑集团（GroupM）：2022年全球广告市场年终预测报告（中译版）（34页）.pdf

1、2022GLOBAL END-OF-YEARFORECASTDECEMBER 2022A Report From GroupM,WPPs Media Investment GroupDECEMBER 2022 THIS YEAR NEXT YEAR IGLOBAL END-OF-YEAR FORECAST2INTRODUCTIONUNCERTAIN TIMES2023 OUTLOOKMAIN STREAMTOP 10 MARKET DATAGLOBAL SUMMARY DATA TABLE030613142132MEDIA TRENDS16CONTACT33INTRODUCTION3ADVER

2、TISINGHAS PERHAPSNEVER BEEN MORE TOP-OF-MINDOR MORE INTHE PUBLIC EYE THAN IT HASBEEN IN THE LASTSIX MONTHS.Not only due to the recent wall-to-wall news coverage of the critical role it plays inunderpinning the business of social media,but also because in a world beset byeconomic uncertainty,advertis

3、ing has been thrust into the spotlight as a sort ofbellwether for Big Tech and retail commerce.Held up to that light,the message is notaltogether negative.We now believe that global advertising growth for 2022 will be6.5%,excluding U.S.political advertising(what we call“underlying growth”).This islo

4、wer than our June forecast when we estimated 8.4%growth;however,this isprimarily the effect of lowered China expectations.Ex-China,growth is forecast at 8.1%for 2022.At the midpoint of 2022 it was difficult to gauge whether the earlysigns of economic slowdown would result in more mild or severe impa

5、cts toconsumer spending,global supply chains and,ultimately,advertising revenue.Clearly,inflation has proved more intractable,as has the war in Ukraine.Andyet,only half of the 62 markets we track downgraded their growth forecast for 2022.One-third,21 markets,upgraded their expectations,and 10 market

6、s made no changefrom the June forecasts.Its also important to note that,when comparing lastDecembers forecast to this Decembers,the U.S.dollar has appreciated considerablythroughout 2022,which incrementally skews growth downward due to the higherweight of the U.S.advertising market and brings down t