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).
| 2023 Global advertising market | Advertising spend in 2023 (in millions of US dollars) (1) (2) | % of global advertising spend in 2023 (1) (2) | % of Publicis Groupe’s net revenue in 2023 |
|---|---|---|---|
| North America | North America Advertising spend in 2023 (in millions of US dollars) (1) (2)345,158 |
North America % of global advertising spend in 2023 (1) (2)40% |
North America % of Publicis Groupe’s net revenue in 2023 61% |
| Europe | Europe Advertising spend in 2023 (in millions of US dollars) (1) (2)174,132 |
Europe % of global advertising spend in 2023 (1) (2)20% |
Europe % of Publicis Groupe’s net revenue in 2023 24% |
| Asia‑Pacific | Asia‑Pacific Advertising spend in 2023 (in millions of US dollars) (1) (2)289,658 |
Asia‑Pacific % of global advertising spend in 2023 (1) (2)33% |
Asia‑Pacific % of Publicis Groupe’s net revenue in 2023 9% |
| Middle East & Africa | Middle East & Africa Advertising spend in 2023 (in millions of US dollars) (1) (2)18,992 |
Middle East & Africa % of global advertising spend in 2023 (1) (2)2% |
Middle East & Africa % of Publicis Groupe’s net revenue in 2023 3% |
| Latin America | Latin America Advertising spend in 2023 (in millions of US dollars) (1) (2)46,259 |
Latin America % of global advertising spend in 2023 (1) (2)5% |
Latin America % of Publicis Groupe’s net revenue in 2023 3% |
| Total | Total Advertising spend in 2023 (in millions of US dollars) (1) (2)874,198 |
Total % of global advertising spend in 2023 (1) (2)100% |
Total % of Publicis Groupe’s net revenue in 2023 100% |
| (in millions of euros) | 2022 | In % | 2023 | In % |
|---|---|---|---|---|
| North America | North America 2022 7,869 |
North America In % 63% |
North America 2023 8,050 |
North America In % 61% |
| Europe | Europe 2022 2,879 |
Europe In % 23% |
Europe 2023 3,172 |
Europe In % 24% |
| Asia‑Pacific | Asia‑Pacific 2022 1,176 |
Asia‑Pacific In % 9% |
Asia‑Pacific 2023 1,156 |
Asia‑Pacific In % 9% |
| Middle East & Africa | Middle East & Africa 2022 359 |
Middle East & Africa In % 3% |
Middle East & Africa 2023 380 |
Middle East & Africa In % 3% |
| Latin America | Latin America 2022 289 |
Latin America In % 2% |
Latin America 2023 341 |
Latin America In % 3% |
| Total | Total 2022 12,572 |
Total In % 100% |
Total 2023 13,099 |
Total In % 100% |
Clients’ advertising and communications expenditure fluctuates, often in response to actual or expected changes in consumer spending. In a significant number of the Groupe’s markets, consumer spending is typically lower at the beginning of the year, after the holidays. As a result, advertising and communications expenditure is not as high during these periods.
