08 Dec Global Advertising Revenue Is Recovering — Except for Linear TV [The Hollywood Reporter]
BY ALEX WEPRIN
December 8, 2024 | The advertising business roared back in 2024, and is set to continue to grow in 2025 … but linear TV will be the exception that growth. That’s according to the annual end-of-year advertising forecast from the media buying giant GroupM.
The agency says that 2024 will end with 9.5 percent growth in total advertising revenue, an upward revision from the 7.8 percent it predicted in June. In addition, 2024 will mark the first year that total global advertising revenue will top $1 trillion, projected to climb by 7.7 percent to $1.1 trillion in 2025.
But advertising is a business of haves and have-nots, and GroupM expects that just five companies — Google, Meta, TikTok owner ByteDance, Amazon and Alibaba — will account for more than half of all global ad revenue.
Read more on The Hollywood Reporter.