The United States and China continue to take the lion’s share of advertising expenditure from major media, both currently and for the foreseeable future. However, major shifts in adspend trends around the world are rearranging the Top 20 list of countries receiving the adpend, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.
Growth in Asia Pacific and South Asia markets are mostly driving the changes in global rankings of major media adspend recipients. Inching higher on the Top 20 lists in 2016 to 2019 are: Australia, from No. 9 to No. 8; Indonesia, from No. 12 to No. 10; India, from No. 13 to No. 11; and Philippines, from No. 21 to No. 19.
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