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Global advertising expenditure (adex) is expected to grow to US$579bil this year, up 4.7% from last year, underpinned by major hikes in conjunction with quadrennial events like the Rio Summer Olympics, US presidential elections and European Football Championships.
Mobile is now the main driver of global adspend growth and we forecast this medium to contribute 87% of all the extra adspend between 2015 and 2018.
“Television and desktop Internet will be the second and third-largest contributors respectively, accounting for 13% and 6% of new adex respectively,” it noted.
Newspapers’ share of global spend fell from 29% to 13% while magazines’ dropped from 13% to 7%.
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