2022 Mid-Year Advertising Forecast G L O B A L & F R A N C E JUNE 2022  JUNE 2022 ? T H I S Y E A R N E X T Y E A R I G L O B A L INTRODUCTION 03 04 GLOBAL ECONOMIC BACKDROP THE IMPACT OF NEW GOVERNMENT POLICIES 09 13 MEDIA CONCENTRATIONS BLURRY MEDIA DEFINITIONS AND DIGITAL EXTENSIONS MEDIA CONCENTRATION CONTENT SPENDING 13 14 16 ADVERTISING 18 INDUSTRY GROWTH REGIONAL GROWTH TRENDS 22 FRANCE FORECAST CONCLUSION 25 26 APPENDIX 32 32 34 HISTORICAL REVISIONS SUMMARY DATA TABLES 2  JUNE 2022 ? T H I S Y E A R N E X T Y E A R I G L O B A L INTRODUCTION We now expect growth in ad revenue for pure- play digital platforms of 12% in 2022, slower than the 32% pace observed in 2021. As a major driver of last year’s gains, perhaps it should have been imprudent for anyone to expect e-commerce- related growth to keep pace with the high-flying numbers of 2021, but the relative degree of deceleration — not necessarily decline — this category of advertisers is likely having on digital advertising appears significant. Although typical large brands with well-diversified media plans may allocate half of their budgets into digital media, the average, covering marketers of all types and sizes — including many who are too small to use anything other than digital media — is much higher at 67% this year. Many sectors are seeing significant growth in advertising revenue, yet there are fears of recession. 。。。以下略