Media
Economy
Report
CAUGHT SOMEWHERE IN TIME
How the Different Generations Watch,
Interact, and Spend.
Client
MAGNA GLOBAL
SUPPLY
CHAPTER 1
The nuances in media behavior among the different generations can be a useful navigation point on the way to more sophisticated targeting and advertising investment. However, it's important to not only take note of the differences, but the similarities as well.
DEMAND
CHAPTER 2
Understanding the media habits of the different generations lays the groundwork for how to communicate with them. When we add their spending behaviors to the mix, we get a more complete picture of the opportunities for marketers.
LOOKING TO
THE FUTURE
CHAPTER 3
Gen Z are the most multicultural generation ever in the U.S., with less than half being non-Hispanic Whites. For Millennials, over 40 percent come from multicultural backgrounds. In less than 30 years, non-Hispanic Whites will be in the minority overall. What this means is that marketers will have to adjust their strategy to continue to communicate with their customers in a culturally relevant way.
2018
TOTAL GLOBAL SPENDING
PER CAPITA
Global advertising spending expanded
by the strongest growth rate since 2010 in 2018.
This record growth was fueled by the combination of a robust economic environment prompting most industry verticals to increase ad spend, as well as stronger-than-expected cyclical spend on events like the Olympics, the World Cup, and the US midterm elections.
Digital media was again the main winner but television proved resilient, thanks to the loyalty of consumer brands, strong pricing and incremental cyclical spend.
2018
TOTAL GLOBAL SPENDING
PER CAPITA
Global advertising spending expanded by the strongest growth rate since 2010 in 2018.
This record growth was fueled by the combination of a robust economic environment prompting most industry verticals to increase ad spend, as well as stronger-than-expected cyclical spend on events like the Olympics, the World Cup, and the US midterm elections.
Digital media was again the main winner but television proved resilient, thanks to the loyalty of consumer brands, strong pricing and incremental cyclical spend.
