Ad Spend Forecast Methodology

Advertising expenditure forecasts are compiled from data collated from dentsu agencies until the second half of April 2024 and based on local market expertise. Dentsu uses a bottom-up approach, with forecasts provided for 14 Asia-Pacific markets by medium: digital, television, print, out-of-home, audio, and cinema. Digital specifically references pure play digital platforms and does not include ad spending on the digital extensions of traditional media (e.g., digital print) which are accounted within media channel totals (e.g., digital print is accounted within print). The advertising spend figures are provided net of negotiated discounts and with agency commission deducted, in current prices and in local currency. Global and regional figures are centrally converted into US dollars at the March 2024 average exchange rate. The forecasts are produced biannually with actual figures for the previous year and latest forecasts for the current and following years all restated at constant exchange rates. This report is protected by copyright and all rights are reserved. This report, either in whole or part, may not be reproduced or transmitted whether by photocopying or storing in any medium of electronic means, without the written permission of the copyright owner. Every precaution has been taken to ensure the contents of this report are accurate at the time of publication, but dentsu does not guarantee nor can it be held liable for its accuracy. This report has been produced to give dentsu’s view and should not be relied upon or taken as giving advice.​