The Big Gap Between Channel Ad Spend and Channel Consumption

According to recent research from WARC, the share of ad spend going towards TV and social media next year is predicted to be twice as high as daily consumption of those channels by audiences. Social media is forecast to receive 39% of ad spend in 2022, but only 21% of total daily media consumption.

Linear TV is expected to receive 32% of ad spend but only 16% of daily media consumption. Conversely, podcasts and online audio are predicted to receive significantly less ad spend relative to daily consumption.

The report was based on advertising spend forecasts for 100 markets worldwide as well as the results of a survey conducted by GWI among more than 715,000 consumers worldwide.