Worldwide Ad Spending Update 2023

Signs of Life Amid a Sluggish Rebound

Report Snapshot

The global ad forecast has become cloudier since our initial 2023 projections were published late last year. However, we still expect an improvement for digital advertising compared with 2022, and several countries and regions are set to meet or exceed expectations.

Key Question: What is the updated outlook for total media ad spending and digital ad spending worldwide and by country in 2023?

KEY STAT: Digital ad spending will grow 9.5% this year, an increase over 2022 but still the second-slowest rate of expansion since our worldwide tracking began more than a decade ago.

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Table of Contents

  1. Report Snapshot
  2. Total media ad spending will muddle through in a year of mixed results.
  3. Digital ad spending growth will rebound as predicted, but not by much.
  4. Big rebounds in Asia-Pacific and Eastern Europe are the highlights.
  1. The US share of worldwide ad spending will decline this year but remain on an upward trend.
  2. Two of Asia-Pacific’s largest economies are the top stories again.
  3. In China, the situation has changed for the better.
  4. The duopoly still has a big lead on its competitors, but its decline seems inexorable.
  1. 11 companies will have at least $10 billion in digital ad revenues by 2025.
  2. What does this forecast mean for marketers?
  3. Media Gallery

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Ethan Cramer-Flood


Oscar Bruce Jr.
Senior Forecasting Analyst
Vivian Dong
Associate Forecasting Analyst
Iwona Drapala
Senior Forecasting Analyst
Jasmin Ellis
Forecasting Analyst
Zach Goldner
Forecasting Analyst
Brian Lau
Forecasting Analyst
Peter Newman
Senior Forecasting Analyst
Andrew Spink
Forecasting Analyst
Ruoyan Zeng
Associate Forecasting Analyst

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