Global advertising market (2020) | Advertising spend in 2020 (in millions of dollars)(1)(2) | % of global advertising spend in 2020(1)(2) | % of Publicis Groupe’s net revenue in 2020 |
|---|---|---|---|
North America | North America Advertising spend in 2020 (in millions of dollars)(1)(2) 240,171 | North America % of global advertising spend in 2020(1)(2) 42% | North America % of Publicis Groupe’s net revenue in 2020 62% |
| Europe | Europe Advertising spend in 2020 (in millions of dollars)(1)(2) 116,245 | Europe % of global advertising spend in 2020(1)(2) 20% | Europe % of Publicis Groupe’s net revenue in 2020 23% |
Asia Pacific | Asia Pacific Advertising spend in 2020 (in millions of dollars)(1)(2) 186,096 | Asia Pacific % of global advertising spend in 2020(1)(2) 32% | Asia Pacific % of Publicis Groupe’s net revenue in 2020 10% |
Latin America | Latin America Advertising spend in 2020 (in millions of dollars)(1)(2) 26,082 | Latin America % of global advertising spend in 2020(1)(2) 5% | Latin America % of Publicis Groupe’s net revenue in 2020 2% |
Africa & Middle East | Africa & Middle East Advertising spend in 2020 (in millions of dollars)(1)(2) 9,208 | Africa & Middle East % of global advertising spend in 2020(1)(2) 1% | Africa & Middle East % of Publicis Groupe’s net revenue in 2020 3% |
Total | Total Advertising spend in 2020 (in millions of dollars)(1)(2) 57,7802 | Total % of global advertising spend in 2020(1)(2) 100% | Total % of Publicis Groupe’s net revenue in 2020 100% |
(1) In current prices and in 2020 average exchange rates.
(2) Zenith forecasts for Publicis Groupe markets..
(in millions of euros) | 2019 | In % | 2020 | In % |
|---|---|---|---|---|
North America | North America 2019 5,516 | North America In % 57% | North America 2020 5 997 | North America In % 62% |
| Europe | Europe 2019 2,630 | Europe In % 27% | Europe 2020 2 278 | Europe In % 23% |
Asia Pacific | Asia Pacific 2019 1,006 | Asia Pacific In % 10% | Asia Pacific 2020 932 | Asia Pacific In % 10% |
Latin America | Latin America 2019 326 | Latin America In % 3% | Latin America 2020 230 | Latin America In % 2% |
Africa & Middle East | Africa & Middle East 2019 322 | Africa & Middle East In % 3% | Africa & Middle East 2020 275 | Africa & Middle East In % 3% |
Total | Total 2019 9,800 | Total In % 100% | Total 2020 9 712 | Total In % 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 Groupe’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 communications expenditure is lower during these periods as well. As a result, advertising and communications expenditure is not as high during these periods. Historically, the Groupe’s revenue is often higher in the second and fourth quarters of the year than in the first and third quarters.
As 2020 was heavily impacted by the Covid-19 pandemic, the traditional seasonality of the business was affected. Thus, the Groupe recorded a low point, in terms of revenue, in the second quarter, the quarter in which the global economy was most affected by the pandemic.
Since 2009, the Groupe has been ranked in third place in the global ranking of communications groups (by revenue, source: companies’ annual reports).
