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.

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.

A survey conducted among global brands revealed that talks of a recession in 2023 influence their media budget decisions. Nearly 75 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 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 1.35 billion U.S. dollars in 2011 to 3.24 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 1.48 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 582 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 81 percent of large advertisers are deferring planned ad campaigns, including Coca Cola, Unilever, Visa and Airbnb.

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.

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 5.2 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.

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.

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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 269 billion U.S. dollars in 2022. According to the forecast scenarios, that annual value would surpass 315 billion or stand just below 300 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 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.

During an online March 2023 survey among business-to-business (B2B) marketers in the United Kingdom (UK), 41 percent of respondents stated that economic recession was the primary driving force of the marketing budget changes. Inflation and rising interest rates followed with 39 and 37 percent, respectively. According to the same study, 45 percent of respondents reported significantly or slightly reduced marketing budgets.

A survey from late 2022 found that over three in four respondents in the UK would cancel their pay TV subscriptions in a recession and switch to free ad-supported streaming TV options, like Pluto TV and Freevee. By contrast, 12 percent would keep their paid subscriptions.