Advertising Markets

Macroeconomics, Industries and Politics
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WARC raised 2025 ad spend forecast by 1.2% to 7.4%

  • The World Advertising Research Center (WARC) projects global advertising spending to grow 7.4% y/y to $1.17 trillion, up from its June forecast of 6.2%.

  • It projects social media ad spend will grow 14.9% y/y to $306.4bn in 2025.

  • It projects ad market will grow 8.1% in 2026 to $1.27trn.

  • It projects ad market will reach $1.36 trillion in 2027, up 7% y/y.

    “Despite economic headwinds, including disruption to global trade and reduced purchasing power among consumers, brands are doubling down on Meta, Alphabet and Amazon, while emerging players like TikTok are growing fast but from smaller bases,” said James McDonald, Director of Data, Intelligence & Forecasting, WARC.

  • Founded in 1985, WARC uses data from over 100 research partners across 100 markets, harmonized and verified through its HAVE methodology, and modeled with a proprietary neural-network system incorporating macroeconomic and media-revenue indicators.