The region of North America is – with a market share of 36 per cent and a total of US$178,134m in 2013 – is still the number one advertising region in the world, according to the Americas Special Report from FIPP World Magazine Trends 2014/15.
Not so surprising taking into account that it contains the number one advertising market (US with $167,299m) and the number 10 (Canada with 10,835m) in 2013.
In the years to come, this situation will not change. The US will be the largest contributor of adspend growth until 2016, according to ZenithOptimedia. Between 2013-2016, it expects the US to contribute 26 per cent of the $90bn that will be added to global adspend.
In 2016 advertising expenditure in South America will grow by 39 per cent, which makes it the number one growth market of the world.
Latin America is a region with rapidly growing economic output (10 per cent GDP growth in 2013), and its ad market is growing at a similar rate. Advertising expenditures grew 9.7 per cent in 2013 to a total of $35,484m, which accounts for seven per cent of global ad spend.
Brazil is the largest South American market by a distance, accounting for 42 per cent of ad spend in the region in 2013. Mexico with 17 per cent of total ad pend is the second largest country.
Argentina is the third country (14 per cent share) but because of exceptional annual growth predictions of 28 per cent it will overtake Mexico with a 21 per cent share in 2016.
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