Global advertising expenditures are listed in regular reports by various forecasting agencies, such as Zenith (Publicis Groupe), GroupM (WPP), Magna (Interpublic) and Nielsen. The forecast data published by these agencies reflect clients’ media buying intentions. These estimates are expressed in billings (client purchases) and do not as such represent advertising agencies’ potential revenue. A quarterly review of these reports offers insight on trends in the advertising market, even though the figures do not factor in a whole facet of advertising agencies’ business activities (public relations, direct marketing, CRM, e-commerce and e-mobile, etc.), of Publicis Sapient (digital business transformation, consumer experience, etc.) and of Epsilon (data and technology).
/ The global advertising market by geographic region
| Global advertising market (2019) | Advertising spend 2019 (in USD millions)(1)(2) | % of global advertising spend 2019(1)(2) | % of Publicis Groupe’s net revenue 2019 |
|---|---|---|---|
| North America | North America Advertising spend 2019(in USD millions) (1)(2)253,555 | North America % of global advertising spend 2019(1)(2)41% | North America % of Publicis Groupe’s net revenue 201957% |
| Europe | Europe Advertising spend 2019(in USD millions) (1)(2)131,492 | Europe % of global advertising spend 2019(1)(2)21% | Europe % of Publicis Groupe’s net revenue 201927% |
| Asia Pacific | Asia Pacific Advertising spend 2019(in USD millions) (1)(2)201,551 | Asia Pacific % of global advertising spend 2019(1)(2)32% | Asia Pacific % of Publicis Groupe’s net revenue 201910% |
| Latin America | Latin America Advertising spend 2019(in USD millions) (1)(2)29,558 | Latin America % of global advertising spend 2019(1)(2)5% | Latin America % of Publicis Groupe’s net revenue 20193% |
| Africa & Middle East | Africa & Middle East Advertising spend 2019(in USD millions) (1)(2)7,756 | Africa & Middle East % of global advertising spend 2019(1)(2)1% | Africa & Middle East % of Publicis Groupe’s net revenue 20193% |
| Total | TotalAdvertising spend 2019 (in USD millions) (1)(2)623,912 | Total% of global advertising spend 2019(1)(2) 100% | Total% of Publicis Groupe’s net revenue 2019100% |
(1) In current prices and at 2019 average exchange rates
(2) Zenith forecasts for Publicis Groupe markets.
/ Geographical breakdown of Publicis Groupe’s net revenue
| (in millions of euros) | 2018 | As a% | 2019 | As a% |
|---|---|---|---|---|
| Amérique du Nord | Amérique du Nord 2018 4,795 | Amérique du Nord As a% 54% | Amérique du Nord 2019 5,516 | Amérique du Nord As a% 57% |
| Europe | Europe 2018 2,622 | Europe As a% 29% | Europe 2019 2,630 | Europe As a% 27% |
| Asie Pacifique | Asie Pacifique 2018 924 | Asie Pacifique As a% 10% | Asie Pacifique 2019 1,006 | Asie Pacifique As a% 10% |
| Amérique Latine | Amérique Latine 2018 347 | Amérique Latine As a% 4% | Amérique Latine 2019 326 | Amérique Latine As a% 3% |
| Afrique - Moyen-Orient | Afrique - Moyen-Orient 2018 281 | Afrique - Moyen-Orient As a% 3% | Afrique - Moyen-Orient 2019 322 | Afrique - Moyen-Orient As a% 3% |
| Total | Total 2018 8,969 | Total As a% 100% | Total 2019 9,800 | Total As a% 100% |
Clients’ advertising and communications expenditure fluctuates, often in response to actual or expected changes in consumer spending. Because consumer spending in many of the Group’s markets is typically lower at the beginning of the year, following holidays, and in July and August, the most popular vacation months in Europe and North America, advertising and communication expenditures are lower during these periods as well. As a result, advertising and communication expenditure is not as high during these periods. Historically, the Group’s revenue is often higher in the second and fourth quarters of the year than in the first and third quarters.
Since 2009, the Group has been ranked in third place in the global ranking of communications groups (by revenue, source: companies’ annual reports).
