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Spending on marketing services worldwide – Image: Xpert.Digital

Industry data shows that global investment in marketing services experienced continued growth between 2012 and 2018, with the latest figures expected to exceed $475 billion. Marketing services include areas such as public relations, data investment management, sponsorship, healthcare and direct marketing. Direct marketing is the category that accounts for the largest share of spending, accounting for approximately 75 percent of the 2018 total.

Spending on marketing services in North America

North America is believed to account for about 35 percent of global spending. Similar to global trends, direct marketing accounts for about two-thirds of spending in the region, with the remaining amount split between the remaining service categories. In the US, spending on marketing services was around $240 billion in 2018. Accordingly, North America experiences the highest activity in mergers and acquisitions in the marketing services sector. In 2018, almost 500 such deals took place in the region, with Europe and Asia in second and third place.

Spending on marketing services worldwide – Image: Xpert.Digital

This timeline shows global spending on marketing services in 2016 and a corresponding forecast for 2017 and 2018, broken down by category. According to the forecast, spending on healthcare marketing services would increase from $4.9 billion to $5.1 billion over the period presented.

The global marketing services spend categories are as follows:

• Direct
• Sponsorship
• Managing data investments
• public relation
• Healthcare

Suitable for:

• Content marketing services for B2B and B2C
• Benefits and methods of PR and content marketing

Marketing services spending in North America – Image: Xpert.Digital

This timeline shows data on marketing services spending in North America in 2015 and 2016, as well as a corresponding forecast for 2017 and 2018. In 2016, spending was $154.33 billion, up from $148.54 in Year 2015.

Spending on marketing services in North America 2015-2018 (in billion US dollars)

• 2018 – 162,9
• 2017 – 157,35
• 2016 – 154,33
• 2015 – 148,54

Public Relations (PR) market value worldwide – Image: Xpert.Digital

It was calculated that the global PR market was worth $63.8 billion in 2018. By the end of 2022, the industry is expected to exceed $93 billion, at a CAGR of 9.9 percent.

A special growth rate is the annual growth rate (CAGR: Compound Annual Growth Rate), an important key figure for considering investments, market developments, sales, etc. in business administration and the national economy. The CAGR represents the average annual growth of a size under consideration.

Market size of the PR industry worldwide 2018-2022 (in billion US dollars)

• 2018 – 63,80
• 2022 – 93,07

Income from public relations agencies – Image: Xpert.Digital

Based on Census annual data on public relations firm revenue in the United States, it was found that PR agencies in the country generated $764 million from media relations services in 2019. Full public relations services brought in more than $9 billion for these companies this year.

Suitable for:

• Important for PR and content marketing: emailing – newsletter
• Scope and industry types of PR and content marketing

Sales of public relations agencies in the USA 2019 (in million US dollars)

9,381 – Complete public relations work
764 – Media work
1,898 – Lobbying work
161 – Media monitoring and analysis
1,488 – All other operating income
X* – Event management*

*The source provides the following explanation: “The estimate does not correspond to the publication standards due to a high sample variability (variation coefficient is greater than 30 %) or poor response quality (return rate of the total amount is smaller than 50 %) or other concerns about the quality of the estimate.

Expenses from US public relations agencies – Image: Xpert.Digital

Data released annually by the Census on estimated spending by companies in various industries shows that U.S. public relations agencies spent a total of $11.27 billion in 2019. Companies in this industry exceeded $10 billion in spending for the first time in 2016.

US Agency Revenue Growth Rate – Image: Xpert.Digital

It was calculated that in 2020, U.S. advertising and marketing agencies across all disciplines experienced a 6.8 percent decline in revenue compared to the previous year. Public relations agencies saw a 2.6 percent decline in 2020, while healthcare advertising agencies saw revenue growth of 11.7 percent.

Disciplines of US advertising and marketing agencies

• Digital (including media agencies)
• Media (excluding digital)
• Advertising CRM/direct marketing
• Healthcare
• Advertising
• public relation

We provide you with further numerous insights into numbers, data and facts that can help you optimize and expand your marketing:

• Customer Demographics Library – Demographics Knowledge Base (PDF)
• Online Marketing Library (PDF)
• E-Commerce Library – Knowledge Base (PDF)
• Social Media Marketing Library – Knowledge Base (PDF)
• SEO Library – SEM knowledge database (PDF)
• Search Engine Advertising / SEA Library – Search Engine Advertising Knowledge Base (PDF)
• Extended Reality (XR) Library (PDF)

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