New York—China, the world's most populous country, will become the second-largest ad market this year, according to a report released by eMarketer.
“Worldwide Ad Spending: Online Drives Growth,” projects that China will surpass Japan to trail only the U.S. in media ad spending this year.
China's ad spending will total $38.3 billion this year, an increase of 14% over last year, according to eMarketer's estimate. EMarketer projects ad spending in Japan will fall to $32.7 billion this year, a 3.7% decline compared with last year, in part due to the tsunami and other economic woes.
The U.S. will reach $157.4 billion in media ad spending this year.