群邑集团（GroupM）：全球经济预测报告（英文版）（22页）.pdf

1、GLOBAL END-OF-YEAR FORECAST DECEMBER 2021 THIS YEAR NEXT YEAR | GLOBAL END-OF-YEAR FORECAST 2 GLOBAL END-OF-YEAR FORECAST A STRONG FOUNDATION FOR GROWTH MEDIA ACCERLERATES IN 2021, KEEPS A FAST PACE IN 2022 U.S., CHINA AND U.K. REMAIN WORLDS MOST IMPORTANT GROWTH MARKETS BENCHMARKING DATA DECEMBER 2

2、021 WPP Employees Visit . GroupM Clients Please speak with your account director for the full file. General Inquiries Visit and search for the latest “This Year Next Year.” 03 07 14 18 THIS YEAR NEXT YEAR | GLOBAL END-OF-YEAR FORECAST THIS YEAR NEXT YEAR | GLOBAL END-OF-YEAR FORECAST 3 A STRONG FOUN

3、DATION FOR GROWTH Most assessments of the advertising industrys performance begin with a view of the broader economy, usually relying on Gross Domestic Product (GDP) as a proxy for its overall health. This approach is rooted in strong historical correlations between the growth rate of advertising an

4、d overall economic activity in many markets. Then, in 2020, when the advertising industry performed decently during one of the worst economies on recordeven faring better at a global level than it did in 2001 and avoiding the declines of 2009those connections appeared somewhat tenuous. Whatever the

5、quantifiable relationship, a growing economy should be supportive of growth in advertising spending and, on that basis alone, we can say that the current economic environment is very favorable for the industryfar stronger than any experienced so far this century. More specifically, global GDP foreca

6、sts produced by the IMF in October and analyzed in nominal terms (that is, not adjusted for inflation to mirror how we will look at the advertising industrys growth), using updated exchange rates from November as aggregated by Refinitiv, shows an expected constant currency nominal growth rate of 9.4