By Simon Gwynn
The global ad market is back in rude health and will comfortably reverse the decline it experienced in 2020 as a result of the pandemic, according to the latest Dentsu Ad Spend Report.
The latest figures predict the global market will grow 10.4% this year, reaching a total adspend of $634bn (£457bn) – almost double the 5.8% forecast in the last edition of the report in January.
Dentsu has also upgraded its measure of how the market fared last year, from a global decline of 8.8% to a less severe 7.2%. The two sets of figures taken together imply the global market in 2021 will be 2.5% larger than it was in 2019.
The change in outlook has been driven by a big increase in estimated gr
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