I=6
WARC raised its 2026 global ad spend growth forecast to 11.5% from 9.7% but warns ongoing Iran conflict could affect ad spend
- It also raised its 2027 global ad spend growth forecast to 8.2% from 7.9%.
- However, it warned that the ongoing Iran conflict could lower global ad spend.
- They project that a moderate scenario would reduce incremental growth by $20.5 billion this year, putting growth rate at 9.86%.
- In a severe scenario, incremental growth would fall by $39.6 billion in 2026 and another $54.1 billion in 2027, putting 2026 growth rate at 8.32%.
- They expect U.S. ad spend to grow 9.5% in 2026, but could lose $9.8bn in growth over a severe scenario, reducing to 3.4%.