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Global spending on marketing services – Image: Xpert.Digital

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

Spending on marketing services in North America

It is estimated that approximately 35 percent of global marketing services spending occurs in North America. Similar to global trends, direct marketing accounts for roughly two-thirds of spending in the region, with the remainder distributed among other service categories. In the US, spending on marketing services totaled approximately $240 billion in 2018. Accordingly, North America sees the highest level of mergers and acquisitions in the marketing services sector, with nearly 500 such deals taking place in the region in 2018, followed by Europe and Asia.

Global spending on marketing services – Image: Xpert.Digital

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

The categories for global spending on marketing services are as follows:

• Direct
• Sponsorship
• Data Investment Management
• Public relations
• healthcare

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• Content marketing services for B2B and B2C
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Spending on marketing services in North America – Image: Xpert.Digital

This timeline shows data on spending on marketing services in North America in 2015 and 2016, as well as a corresponding forecast for 2017 and 2018. In 2016, spending amounted to US$154.33 billion, compared to US$148.54 billion in 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

The global PR market was valued at US$63.8 billion in 2018. By the end of 2022, the industry is expected to exceed US$93 billion, with a CAGR of 9.9 percent.

A specific growth rate is the compound annual growth rate (CAGR), a key indicator for analyzing investments, market developments, sales, etc., in business administration and economics. The CAGR represents the average annual growth of a given variable.

Global PR market size 2018-2022 (in billion US dollars)

• 2018 – 63,80
• 2022 – 93,07

Revenues of public relations agencies – Image: Xpert.Digital

Based on annual census data on the revenues of public relations firms in the United States, it was determined that PR agencies in the country generated $764 million from media relations services in 2019. Full-service public relations generated more than $9 billion for these companies that year.

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• Important for PR and content marketing: Email marketing – newsletters
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Revenue of public relations agencies in the USA in 2019 (in million US dollars)

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

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

Expenditures of US public relations agencies – Image: Xpert.Digital

Data on estimated corporate spending across various industries, published annually by the Census, shows that US public relations agencies spent a total of $11.27 billion in 2019. Companies in this sector first exceeded $10 billion in spending in 2016.

Growth rate of US agency revenue – Image: Xpert.Digital

It was calculated that in 2020, US 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 decrease in 2020, while healthcare advertising agencies experienced an 11.7 percent increase in revenue.

Disciplines of US advertising and marketing agencies

• Digital (including media agencies)
• Media (excluding digital)
• Advertising CRM/Direct Marketing
• healthcare
• Advertising
• Public relations

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

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

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