The one exception will be out-of-home (OOH) spending. OOH spend will see double-digit growth this year and next. The early stages of the pandemic had an outsize effect on this format, as cinemas were closed and the population was locked down at home for large periods of time, hindering large-scale retail, roadside, and transport ad locations.

OOH ad spending rebounded nicely in 2021 after an 18.0% contraction in 2020 during China’s original COVID-19 outbreak. However, so far in H1 2022, China is facing far greater disruption from the omicron variant than anything it experienced last year.

TV and out-of-home (OOH) ad spending will increase this year after sharp declines in 2020—but neither medium will reach its previous peak again. Other traditional media, including print, radio, and directories, will continue their yearslong declines. WHAT’S IN THIS REPORT?

Meanwhile, growth in out-of-home (OOH) ad spending will reach double digits this year. As a result, TV will claim the second-largest share of total ad spending in 2022, at just under 25%. Newspapers, magazines, and radio will each account for less than 5% of spend. Digital will be the biggest winner—and account for over half of all ad spending in France for the first time.

For example, out-of-home (OOH) ad spending saw a bigger decline than any other type of traditional media format in four countries: Colombia (down 60.0%), Argentina (down 53.5%), Mexico (down 53.0%), and Brazil (down 33.0%). That was due to the cancellation of outdoor events and nonessential activities, including travel, being banned at various points throughout the year.

Digital advertising confounded the conditions of the past year or so and will attract more than three-quarters of total media ad spending in 2021—£19.23 billion ($24.66 billion). Video has been the biggest driver of digital spend during this time.