The share of advertising spending going to TV and social media next year is expected to be twice as high as the audience’s daily consumption of these channels, according to recent studies from WARC.
The report was based on forecasts of advertising spending for 100 markets worldwide across eight media channels: linear television, online video, social media, print media, online press, podcasts, broadcast radio and online audio. It was also based on the results of a survey conducted by GWI among more than 715,000 consumers worldwide.
Social media is expected to receive 39% of the total advertising consumption in 2022 among the channels examined, but according to the forecast will only have a share of 21% of the total daily media consumption. Similarly, linear TV is expected to receive 32% of advertising costs, but will only have a share of 16% of daily media consumption.
Conversely, podcasts and online audio are expected to receive significantly less advertising costs relative to daily consumption.
About the research: The report was based on forecasts of advertising costs for 100 markets worldwide as well as the results of a survey conducted by GWI among more than 715,000 consumers worldwide.