Carat, Dentsu Inc.'s overseas media communications agency, forecasts global advertising expenditure growth rates twice a year (March and September) based on data collected from 59 regions worldwide. This revision includes the actual advertising expenditure growth rate for 2015 (as predicted in September 2015), a revised growth rate forecast for 2016, and a new growth rate forecast for 2017.
■Key Points
● Global advertising market growth in 2015: 3.9%year-on-year increase (actual)
●The global advertising market in 2016grew4.5% year-on-year (4.7% growthin the September 2015 forecast) to$538 billion.For 2017
is alsoprojected to grow by 4.5%
●Japan's advertising marketis projected to grow1.8%in 2016(1.6%in the previous forecast) and1.1%in 2017
●The digital shift accelerated further, with digital advertising expenditure's share of the global advertising marketreaching
