We are pleased to announce the publication of the second edition of Zenith’s Thirty Rising Media Markets report, which is now available here.
We regularly survey 81 global advertising markets for our Advertising Expenditure Forecasts report, which we published every three months. For the Thirty Rising Media Markets we looked further and identified 30 up-and-coming advertising markets that are developing quickly and are starting to rival the scale of some of the established 81 markets. Some of these markets have already attracted interest from multinational advertisers and global agency groups, some did well in an earlier boom but suffered an economic crisis from which they are now still recovering, and others are opening up to international advertising for the first time.
These 30 markets vary widely in nature: in size of population, openness to international business, diversity of economic activities, productivity, and geographically – 15 of them are in Africa, seven in Latin America, five in Asia, two in Europe, and one in the Middle East. What they share is that their economies are growing rapidly in the long run (though they may suffer short-term tumbles), and that their advertising markets are growing even faster.
Advertising expenditure in these 30 markets totalled US$8.5bn in 2016, 13.2% more than in 2015, while the global ad market as a whole grew by 4.4%. Between 2016 and 2019 they will grow at an average of 14.1% a year, more than three times the world average growth rate of 4.3%.
Advertising accounted for 0.55% of GDP across these 30 markets in 2016, well below the global average of 0.72%. There is less competition to reach consumers with advertising in these markets, highlighting their long-term growth potential as their economies expand.
The 30 countries included in this report are: Algeria, Angola, Bangladesh, Belize, Bolivia, Cambodia, Cameroon, Côte d’Ivoire, Cyprus, Dominican Republic, Iceland, Gabon, Ghana, Guatemala, Iran, Jamaica, Kenya, Mongolia, Morocco, Mozambique, Myanmar, Namibia, Paraguay, Senegal, Sri Lanka, Tanzania, Trinidad & Tobago, Tunisia, Uganda and Zambia.
Over the next few weeks we will publish excerpts from the new report, highlighting the development of some of these fascinating media markets.
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