S&P Global raised 2025 growth estimates for US advertising spend to 5.2% from 3.7%
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S&P Global said advertising remains solid after a “shaky” start start to the year.
“Advertisers’ concerns earlier this year over an economic slowdown due to the effect of tariffs on consumer spending have largely subsided,” says S&P.
“Digital advertising has sharply rebounded after a short-lived lull following the initial announcement of tariffs earlier in the year,” it says. “Advertising continues to shift toward digital platforms and the significant AI investments from the largest digital players are improving advertising efficiency, leading to growth.”
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S&P Global forecast US ad spend will grow 6.3% in 2026.
