According to the survey conducted among 134 global brand leaders as of November 2024, 49 percent of respondents planned to increase their 2025 media budget in comparison to the previous year. Nearly 20 percent expected to decrease advertising and marketing spending. Respondents located in North America (24 percent) were more likely to shrink their media budget, while 50 percent of those in Europe, the Middle East, and Africa planned to raise spending.

A survey conducted among global brands revealed that talks of a recession in 2023 influence their media budget decisions. Nearly ** percent of the multinationals surveyed agreed or strongly agreed that an economic crisis is taken into consideration when planning advertising and market expenditures for 2023.

According to the survey conducted among 134 global brand leaders, 49 percent of respondents plan to slightly or significantly increase their expenses with advertising and marketing in 2025, compared to 2024. Over one-third of respondents reported they intend to maintain their media budget in the same level as in the previous year.

According to the survey conducted in February 2025, around *** out of 10 B2C and B2B marketers in the United States reported being cautious with spending decisions due to geopolitical tensions. Roughly ********* of respondents mentioned shifting spending to the year's second half.

The South African advertising industry is projected to grow from **** billion U.S. dollars in 2011 to **** billion U.S. dollars by 2023, owing to factors such as the growing number of advertising agencies, increased advertising spend by enterprises and the growth in digital and mobile advertising. Although TV and video was the largest medium in 2019, internet advertising is expected to account for the major share in the medium term, owing to growing internet penetration and the increasing number of mobile internet users. In fact, mobile advertising revenue is projected to grow over two-fold between 2018-2023. In terms of ad spend, Shoprite Holdings is the highest spender, with a total spend of nearly **** billion South African rand in 2017-18. Clientele Life, followed by Unilever South Africa, Outsurance Insurance and Coca Cola South Africa follow suit respectively. The Omnicom media group is the leading advertising agency, having garnered *** million U.S. dollars in 2017, followed by the Media shop and Mindshare. Advertising industry likely to experience recession in the short term Industry experts predict that a recession in the advertising sector is highly probable as enterprises all over the world are reducing their ad spend and postponing ad campaigns, owing to Covid-19. According to data from the World Federation of Advertisers, nearly ** percent of large advertisers are deferring planned ad campaigns, including Coca Cola, Unilever, Visa and Airbnb.

The recession that most of the world economies have been facing in the last years has caused a great interest in the study of its macroeconomic effects. In this context, a debate has resurged regarding the advertising investment, as for its potential capacity to impel the consumer spending and to impact positively on the economic recovery. This idea, sustained in the so-called Galbraith's hypothesis, constitutes the core of this paper, where the main objective is to test that hypothesis by means of an empirical analysis. In this study, we focus on the Spanish case and the data correspond to the period 1976 -2010. A cointegration analysis is carried out, using two different approaches (Engle-Granger test and Gregory-Hansen test, respectively), to determine if there is any relationship between the advertising investment and six macromagnitudes (GDP, National Income, Consumption, Savings and Fixed Capital Formation), as well as the registered unemployment rate. Based on the results obtained, we conclude that Galbraith's hypothesis is not fulfilled for the Spanish case.

In the face of an upcoming recession in the United States, roughly 25 percent of B2C small businesses in the country plan to outsource marketing and advertising activities, according to a survey conducted in 2022. The share was lower among B2B businesses: 14 percent said they plan to partner with third-party agencies for marketing and advertising.

During a 2025 survey in the United States, marketers' optimism level about the American economy declined to 62.2 points, down from 63.8 in Fall 2024. Optimism was at its lowest level since Fall 2022 - that year, Russia's invasion of Ukraine led to global economic uncertainty, while high inflation and recession fears also added to a general negative sentiment.

The television broadcasting industry comprises the planning and broadcasting of television programmes that are made up of a combination of programme components that are either purchased from production companies outside the industry or produced by the television broadcasters themselves. A distinction is made between free-to-air TV broadcasters, which are mainly financed by advertising revenue and, in the case of public broadcasters, by the licence fee, and pay-TV broadcasters, which are also financed by advertising revenue but also by subscription models in which viewers pay for a specific programme. As this sector is mainly financed by advertising revenue, its development depends on factors such as the accessibility of the population, its willingness to pay, which is generally determined by household income, and the business expectations of advertising companies. The better these indicators develop, the higher prices can be achieved for advertising time on television. However, streaming services and online video portals have become an increasingly popular alternative to television in recent years, which is worsening the industry's market position. With the sharp decline in sales, profit margins have also fallen to a very low level and are expected to remain there.Industry revenue fell by an average of 4.7% per year between 2019 and 2024. In 2020 in particular, there was a significant drop in revenue due to the decline in advertising income. Consumers had to cut back on their spending due to the pandemic-related recession and companies experienced liquidity bottlenecks, forcing them to reduce their TV advertising budgets. In the hospitality industry, many pay TV subscriptions were cancelled due to business closures. Teleshopping, on the other hand, recorded sales growth as many consumers shied away from shopping in bricks-and-mortar retail outlets and demand for consumer goods shifted to mail order. In the current year, industry sales are expected to fall by 1.3% to 8.8 billion euros. This is due to the deterioration in business expectations as a result of the Ukraine crisis as well as the sanctions against Russia and the associated economic uncertainty.An average annual decline in revenue of 1.6% is expected for the period from 2025 to 2030, meaning that revenue in 2030 is likely to be €8.2 billion. In addition to the expected increase in digitalisation, which will favour competition from alternative video services, this decline is also due to the falling number of people aged between 18 and 64, who represent the advertising-relevant audience. This is likely to have a negative impact on the demand for television offerings and therefore on the advertising revenue of industry players.

Exhibition Stand Market size was valued at USD 51.55 Billion in 2023 and is expected to reach USD 73.98 Billion by 2031 with a CAGR of 5.29% from 2024-2031.

Global Exhibition Stand Market Drivers

Increasing Trade Shows and Exhibitions: A growing number of trade shows, expos, and exhibitions across various industries drive demand for exhibition stands. Businesses use these platforms to showcase products and services, network, and engage with potential customers.

Rising Marketing Budgets: Companies are investing more in marketing and advertising, which includes creating impactful exhibition stands. The shift toward experiential marketing, where customers engage with brands in person, supports this trend.

Global Exhibition Stand Market Restraints

Economic Downturns: Economic instability or recession can lead to reduced marketing budgets for companies. Businesses may cut back on participation in exhibitions or opt for less expensive stand solutions.

Digital Transformation: The rise of virtual and hybrid events can reduce the demand for physical exhibition stands. Companies may choose to invest in digital marketing more than in traditional trade shows.

According to recent market data, it was calculated that in 2022 newspaper ad spending worldwide is expected to decrease by *** percent compared to 2021. This medium has been receiving less attention from advertisers since 2008, with the second highest drop a year later, most probably as a result of recession. In 2020, when the coronavirus broke out, newspaper ad spend experienced the largest negative growth to date.

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Community Banking Market Size 2025-2029

The community banking market size is forecast to increase by USD 253 billion at a CAGR of 5.8% between 2024 and 2029.

The market is experiencing significant shifts driven by the increasing adoption of microlending in developing nations and the rising preference for digital platforms. The microlending, a segment of community banking, is gaining traction in developing economies due to its ability to provide small loans to individuals and small businesses who lack access to traditional banking services. This trend is expected to continue, fueled by the growing financial inclusion efforts and increasing economic activity in these regions. Simultaneously, the community banking sector is witnessing a surge in the adoption of digital platforms.
The digital community banking services, such as mobile banking and online lending, are becoming increasingly popular due to their convenience and accessibility. This trend is particularly noticeable among younger demographics, who are more likely to use digital channels for banking. However, the market also faces challenges. One of the most significant obstacles is the lack of awareness about community banking services. Many potential customers, particularly in rural and underserved areas, are unaware of the benefits and availability of community banking services. Addressing this challenge will require targeted marketing efforts and community outreach programs.

What will be the Size of the Community Banking Market during the forecast period?

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The market continues to evolve, with advanced technology playing a pivotal role in shaping the landscape. Financial institutions, both large and small, are integrating microfinance, mobile banking, and remote deposit capture to cater to diverse customer needs. In the micropolitan areas, community banks have gained prominence, offering personalized services to rural and agricultural sectors. The economic recession led to a surge in digital adoption, with mobile banking becoming increasingly popular. However, the competition remains fierce, with big banks also investing heavily in technology to retain their customer base. The ongoing market dynamics underscore the need for continuous innovation and adaptation to stay competitive.
Community banks, with their focus on local markets and relationships, are well-positioned to leverage these trends and offer competitive rates and fees to attract and retain customers. The integration of advanced technology enables seamless transactions and enhanced customer experience, further bolstering their position in the market. The future of community banking lies in its ability to balance tradition and innovation, offering personalized services while embracing digital transformation.

How is this Community Banking Industry segmented?

The community banking industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Area

  Metropolitan
  Rural and micropolitan


Sector

  Small business
  CRE
  Agriculture


Service Type

  Retail banking
  Commercial banking
  Wealth management and financial advisory
  Others


Delivery Model

  Branch Banking
  Online Banking
  Mobile Banking


Institution Type

  Credit Unions
  Local Banks


Geography

  North America

    US
    Canada
    Mexico


  Europe

    France
    Germany
    UK


  Middle East and Africa

    UAE


  APAC

    Australia
    China
    India
    Japan
    South Korea


  South America

    Brazil


  Rest of World (ROW)

By Area Insights

The metropolitan segment is estimated to witness significant growth during the forecast period.

In the dynamic world of financial services, community banks in the US continue to gain traction among consumers, particularly in rural and micropolitan areas where Big Banks may have a limited presence. While Big Banks dominate the market with their vast resources and broad reach, Community FIs cater to the unique needs of their local clientele. With the rise of advanced technology, Community banks have embraced digital banking solutions, including Internet banking, mobile banking, and remote deposit capture. Small businesses and agricultural sectors, integral to rural economies, benefit significantly from Community banks' personalized services and expertise. Despite the economic recession, these institutions have managed to maintain deposits through their strong relationships with customers.

Microlending, a niche offering, further distinguishes Community banks from their larger counterparts. Rates and fees remain crucial factors for customers, especially in a competitive market. Community banks often offer more competitive rates and lower fees compared to Big Banks, maki

In the United States, consumer spending on media was estimated to amount to about *** billion U.S. dollars in 2022. According to the forecast scenarios, that annual value would surpass *** billion or stand just below *** billion dollars by 2027. What do the scenarios mean? In scenario A, the recession would only have a short-term impact on consumer media spending. At the height of the recession in 2023, consumers are expected to spend less on entertainment to offset rising energy and consumer product prices. The economy should begin to recover by 2024 and should be fully mended by 2027, with spending on media back to pre-pandemic levels.

Scenario B predicts a long-term impact of the recession on media consumption behavior. Ad-supported options will replace subscription-based offers, whereas on-and-off subscribing will increase, driven by special offers and consumers unsubscribing after those offers expire. Behavior changes will stick even after 2027 when the economy has fully recovered. Media usage today Media usage in the United States has already changed within just one year. Recent data from the beginning of 2023 shows that consumers opt for free entertainment choices. More people indicate watching free-on-demand TV, more of them also listen to the radio. Podcasts also gained in popularity, compared to the first quarter of 2022. Also fewer people say they don’t watch live TV, which is a potential sign of the growing popularity of free-ad-supported-TV (FAST) services as well.

During an online March 2023 survey among business-to-business (B2B) marketers in the United Kingdom (UK), ** percent of respondents stated that economic recession was the primary driving force of the marketing budget changes. Inflation and rising interest rates followed with ** and ** percent, respectively. According to the same study, ** percent of respondents reported significantly or slightly reduced marketing budgets.

The proliferation of paperless substitutes has dampened revenue for the industry. Many products, such as greeting cards, day planners and calendars, have increasingly been rendered obsolete as more consumers prefer digital alternatives, aided by the ubiquity of the smartphone. A significant portion of consumers that purchased greeting cards for holidays and birthdays in the past now reach out to friends and family via social media. As many downstream markets have consolidated, such as brick-and-mortar bookstore retailers, the industry has grappled with fewer retailers selling products. Overall, industry revenue is expected to decline at a CAGR of 4.3%, totaling an estimated $5.7 billion in 2024. Revenue is expected to fall 2.2% in 2024 alone, as industry profit slips to a meager 1.3%. The greeting card industry is undergoing a significant transformation due to the digital revolution. Consumers are increasingly embracing e-cards and digital messages over traditional paper cards. This change is driven by the convenience, speed, and cost-effectiveness of digital cards. They can be personalized, sent instantly, and even feature animated or interactive elements, adding uniqueness to the sentiment. To exacerbate this decline, the pandemic significantly reduced publishers' business, resulting in the industry's worst performance since the recession. For example, retail establishments that traditionally market products, such as Book Stores, Gift Shop, and Card Stores, were forced to cease operation amid social distancing guidelines. The industry lost a key point of contact with potential customers, significantly reducing revenue. Several major players, such as Hallmark, needed to close distribution and production facilities, tapering industry activity. The industry will continue its long-term struggle to generate revenue due to mounting external competition. Revenue for the industry is forecast to decline at a CAGR of 1.2%, dropping to an estimated $6.2 billion in 2029. This contraction will lead to acquisition activity, enabling larger enterprises to enter new business channels, especially those using digital platforms. Overall, however, the industry's physical media products will continually be phased out moving forward.

The Trade Show and Conference Planning has weathered turbulent conditions as clients in nearly all sectors, including corporations, government agencies and nonprofit organizations, were affected by the volatility induced by the COVID-19 pandemic. Typically, demand for trade shows and conferences is influenced by economic conditions, domestic business activity, consumer spending and tourism trends. However, the fallout from the pandemic resulted in the most significant single-year contraction in industry history, interrupting revenue growth. Following the downturn, a return to growth in the broader economy has bolstered in-person events as business activity picked up. While economic conditions have normalized, overall industry revenue is expected to decline at a CAGR of 1.2% to $22.7 billion over five years to 2024. Most events were postponed or outright canceled at the start of the COVID-19 outbreak. The pandemic negatively impacted operations across the board, reducing business expenditure and tourism, hitting the industry hard as event attendance plummeted. However, the industry has rebounded as the pandemic waned, with the ability to resume regular events coinciding with a rapid economic recovery. Following a more than 40.0% contraction in revenue in 2020, industrywide sales jumped almost 50.0% in 2022 alone. Clients have primarily returned to regular business activities since the continuation of economic growth has better enabled them to spend on industry events. In 2024, growth will remain positive, with revenue forecast to rise 1.3% alongside profit as the pandemic enters the rearview mirror. The industry will continue to grow modestly as the number of trade shows and events grows in line with broad economic expansion. Corporate profit and advertising expenditure are both forecast to climb, as many domestic businesses will allocate funds toward trade shows, conferences and exhibitions. Consumers too will be better positioned to spend at events as per capita disposable income grows, aiding attendance rates at shows and events. As a result, revenue is expected to rise at a CAGR of 2.9% to $26.2 billion over the five years to 2029.