Global advertising spending is regularly published by various forecasting organizations such as Zenith (Publicis Groupe),GroupM (WPP), Magna (Interpublic), Nielsen, etc. The forecast data published by these organizations are media expenditure intentions (purchase of space) by advertisers. These estimates are expressed in billings and do not as such represent advertising agencies’ potential revenue. A quarterly or semi-annual 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
| 2022 Global advertising market | Advertising spend in 2022 (in millions of US dollars)(1)(2) | % of global advertising spend in 2022(1)(2) | % of Publicis Groupe’s net revenue in 2022 |
|---|---|---|---|
| North America | North America Advertising spend in 2022 (in millions of US dollars)(1)(2)338,375 |
North America % of global advertising spend in 2022(1)(2)40% |
North America % of Publicis Groupe’s net revenue in 202263% |
| Europe | Europe Advertising spend in 2022 (in millions of US dollars)(1)(2)158,973 |
Europe % of global advertising spend in 2022(1)(2)19% |
Europe % of Publicis Groupe’s net revenue in 202223% |
| Asia Pacific | Asia Pacific Advertising spend in 2022 (in millions of US dollars)(1)(2)286,884 |
Asia Pacific % of global advertising spend in 2022(1)(2)34% |
Asia Pacific % of Publicis Groupe’s net revenue in 20229% |
| Middle East & Africa | Middle East & Africa Advertising spend in 2022 (in millions of US dollars)(1)(2)19,784 |
Middle East & Africa % of global advertising spend in 2022(1)(2)2% |
Middle East & Africa % of Publicis Groupe’s net revenue in 20223% |
| Latin America | Latin America Advertising spend in 2022 (in millions of US dollars)(1)(2)42,413 |
Latin America % of global advertising spend in 2022(1)(2)5% |
Latin America % of Publicis Groupe’s net revenue in 20222% |
| Total | Total Advertising spend in 2022 (in millions of US dollars)(1)(2)694,346 |
Total % of global advertising spend in 2022(1)(2)100% |
Total % of Publicis Groupe’s net revenue in 2022100% |
(1) In current prices and at 2022 average exchange rates.
(2) Zenith forecasts for Publicis Groupe markets.
/ Geographical breakdown of Publicis Groupe’s net revenue
| (in millions of euros) | 2021 | In % | 2022 | In % |
|---|---|---|---|---|
| North America | North America 20216,368 |
North America In %61% |
North America 20227,869 |
North America In %63% |
| Europe | Europe 20212,534 |
Europe In %24% |
Europe 20222,879 |
Europe In %23% |
| Asia Pacific | Asia Pacific 20211,038 |
Asia Pacific In %10% |
Asia Pacific 20221,176 |
Asia Pacific In %9% |
| Middle East & Africa | Middle East & Africa 2021304 |
Middle East & Africa In %3% |
Middle East & Africa 2022359 |
Middle East & Africa In %3% |
| Latin America | Latin America 2021243 |
Latin America In %2% |
Latin America 2022289 |
Latin America In %2% |
| Total | Total 202110,487 |
Total In %100% |
Total 202212,572 |
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 the 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.
