Advertising Spend Breakdown by Medium

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Advertising Spend Breakdown by Medium: Japan

All the required information has been entered into the spreadsheet here. The findings have been presented below as well.

Overview

  • The total advertising spending in Japan for 2018 was USD38.42 billion.
  • The distribution of advertising expenditure in Japan in 2018 by medium include television at 29.3%, internet at 26.9%, newspaper at 7.3%, flyers at 6%, direct mail at 5.6%, exhibitions/screen displays at 5.5%, outdoors at 4.9%, POP at 3.1%, free newspaper and magazines at 3.1%, transit at 3.1%, magazines at 2.8%, radio at 2%, and telephone directories at 0.4%.
  • In 2018, the year-over-year growth percentage of media in Japan by medium include -0.9% for television, -5.5% for newspaper, -6.6% for magazines, 0.5% for radio, -0.5% for OOH, and 15.8% for total digital media.

Advertising Spend Breakdown

TRIANGULATION

The following formula was used to identify the advertising spend broken down by medium:
  • (% of distribution of advertising expenditure in Japan by medium for 2018) x (the total advertising spending in Japan — 2018) = advertising spend broken down by medium
Example: Television
29.3% x US$38.42 billion = US$ 1.126 billion
Part
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Part
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Advertising Spend Breakdown by Medium: UK

The medium with the most advertising spend in the UK is paid search, followed by TV, pure-play digital display and news sources. In the attached spreadsheet, the "UK" tab has been filled with the requested information.

ADVERTISING SPEND BY MEDIUM — UK

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Advertising Spend Breakdown by Medium: Germany


The total advertising spend in Germany in 2018 was €17,624 million. The remaining details can be found on the attached spreadsheet.

Advertising Spend Germany in 2018


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Advertising Spend Breakdown by Medium: Brazil

The total advertising spend in Brazil was $16,481 million, with the majority spent on television and the least spent on cinema. All the information is available in the attached spreadsheet.

OVERVIEW

BRAZIL'S ADVERTISING SPEND BREAKDOWN — 2018

YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGY

To provide a breakdown of the advertising spending in Brazil by medium, we consulted several sources such as Statista, Zenith Media report, and Dentsu Aegis Network. However, the latter was the only source found with all the breakdown required accessible.
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Advertising Spend Breakdown by Medium: France

In 2018, the total advertising spend of France was roughly $13 billion; the breakdown by medium includes television ($3.9 billion), newspaper ($944 million), magazines ($1 billion), radio ($827 million), cinema ($115 million), out-of-home ($1.4 billion), and digital ($5.3 billion). Complete details for each advertising spend medium are presented within the attached spreadsheet ("France" tab).

TOTAL AD SPEND

TELEVISION

NEWSPAPERS

  • In 2018, France spent $944 million in newspaper advertising.

MAGAZINE

RADIO

CINEMA

OUT-OF-HOME (OOH)

DIGITAL


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Advertising Spend Breakdown by Medium: South Korea

In South Korea, USD 2.67 billion was spent on mobile advertising in 2018, while USD 2.48 billion was spent on TV advertising. In the attached spreadsheet, the "South Korea" tab has been filled with the requested information.

2018 ADVERTISING SPEND PER MEDIUM — SOUTH KOREA


ADDITIONAL FINDINGS


  • In 2018, USD 9.26 billion was spent on advertising in South Korea. This year, 9.65 billion will be spent, while in 2020, it is estimated South Korean advertising spend will equal USD 9.99 billion.


RESEARCH STRATEGY

In order to find the advertising spend values for Cable/IPTV, non-mobile online advertising and newspaper advertising, the team had to change currency from South Korean Won to USD. We've done this by using this currency converter.


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Advertising Spend Breakdown by Medium: Australia

Australia's total advertising spend in 2018 was $11.9 billion. The breakdown of ad spend by medium: television ($2.8 billion), newspapers ($1.1 billion), magazines ($164 million), radio ($886 million), cinema ($103 million), OOH (out-of-home; $816 million), and digital ($6 million). Complete details are presented below and within the attached spreadsheet ("Australia tab).

TOTAL AD SPEND

The figures below represent the 2018 ad spend in USD by medium, as well as the percent change from 2017.
  • Total: $11.938 billion, +3.7%
  • Television: $2.815 billion, +0.5%
  • Newspaper: $1.129 billion, -4.5%
  • Magazine: $164 million, -26%
  • Radio: $886 million, +2.3%
  • Cinema: $103 million, +5.2%
  • OOH: $816 million, +12.7%
  • Digital: $6.026 billion, +7.3%
DIGITAL AD SPEND (BREAKDOWN)
  • Search engine ads: $2.712 billion (see calculations below)
  • Display ads (including video): $2.169 billion
  • Classified ads: $1.145 billion

PERCENT SHARE OF ADVERTISING EXPENDITURE

The figures below represent 2018 ad expenditures based on percent share.
  • Television: 23.6%
  • Newspaper: 9.4%
  • Magazine: 1.4%
  • Radio: 7.4%
  • Cinema: 0.9%
  • OOH: 6.8%
  • Digital: 50.5%
BREAKDOWN OF DIGITAL AD SPEND
  • Search engine ads: 45%
  • Display ads (including video): 36%
  • Classified ads: 19%

AUSTRALIAN AD SPEND HIGHLIGHTS

  • The total advertising spend in Australia in 2018 was $11.938 billion, with a 3.7% growth compared to 2017.
  • One of the growth drivers is the pre-election spending by major political parties for the Australian Federal election.
  • The government has also increased its advertising expenditure by 14% or AUD160 million ($120.4 million) from January to August 2018 for the 2019 elections.
  • The sectors with the highest increase in spending are travel/accommodation (+18.5%) and communication (+16.9%).
  • The 2019 ad spend in Australia is expected to grow 2.4% at the end of 2019 to AUD16.2 billion ($12.2 billion).
  • Digital ad spending accounts for almost 51% of the total ad spending as businesses are becoming more dependent on online ads.
  • Of the total digital ad spend, search engine ads are the most popular which account for 45%, display ads (including videos) accounts for 36%, and 19% are for classified ads.
  • Retailers were the biggest ad spenders in Australia in 2018 spending about $1.6 billion.
  • Harvey Norman Holdings Ltd. is the top advertiser in Australia, followed by Wesfarmers Limited and Woolworths Limited.

RESEARCH STRATEGY:

The data regarding the advertising spend in Australia presented in the attached spreadsheet was for 2018 and broken down by medium/media channel in million USD. The biggest market shares came from digital advertising at 50.5% or $6,026 million. It was stated that digital advertising spend was distributed to three main groups: search engine (45%), display (36%), and classified (19%). We also indicated the amount spent per group by using the percentage share as part of the total digital spend. Therefore, the amount spent per group was as follows:

*Search engine ads: $6,026 million * 0.45 = $2,712 million
*Display ads (including video): $6,026 million * 0.36 = $2,169 million
*Classified ads: $6,026 million * 0.19 = $1,145 million
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Part
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Advertising Spend Breakdown by Medium: Canada

Canadian advertising spend, when broken down by medium, illustrates more than C$7 billion is spent on digital ads, and roughly the same amount is spent on traditional ads. Complete details for each advertising spend medium are presented within the attached spreadsheet ("Canada" tab).

CANADIAN AD BREAKDOWNS BY MEDIUM

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Advertising Spend Breakdown by Medium: Italy

All the required information has been entered into the spreadsheet here. The findings have been presented below as well.

Graphical Analysis

  • The graphical analysis of advertising spend breakdown by medium in Italy is here.
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Advertising Spend Breakdown by Medium: India

The total advertising spend in India for 2018 was Rs 60,908 crore (Rs 609.08 billion), with the majority spent on television and the least spent on cinema. All the information is available in the attached spreadsheet. 

OVERVIEW

  • The total advertising spending in India for 2018 was Rs 60,908 crore (Rs 609.08 billion).
  • The distribution of advertising expenditure in India by medium includes: television at 38%, print at 32%, radio at 4%, cinema at 1%, outdoor at 6%, and digital at 19%.
  • In 2018, the year-over-year growth percentage of advertising expenditure in India by medium includes: 19.2% for television, 4.4% for print, 14.3% for radio, 37.4% for cinema, 9.1% for Out-of-home and 25.8% for digital.

ADVERTISING SPEND BREAKDOWN BY MEDIUM

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Advertising Spend Breakdown by Medium: Mexico

In Mexico, the most money was spent on TV advertising in 2018, followed by digital advertising and out-of-home advertising. In the attached spreadsheet, the "Mexico" tab has been filled with the requested information.

2018 TOTAL ADVERTISING SPEND PER MEDIUM — MEXICO


ADDITIONAL FINDINGS

  • The total advertising spend reached USD 4.75 billion in Mexico in 2018.
  • TV held the largest share of the advertising market (43.5%) in 2018, but this market cap is expected to decrease by 2% this year. On the other hand, the digital advertising spend market share is expected to increase from 35.3% in 2018 to 38.7% in 2019.
  • The total Mexican ad spend is expected to increase this year, reaching USD 5 billion.
Sources
Sources