Ad Dollars Surge to $1.22 Trillion in 2026 as Digital Channels Eclipse Legacy TV
The advertising sector powers into 2026 with forecasts signaling sustained expansion, propelled by digital platforms amid economic headwinds and technological upheaval. WPP Media’s This Year Next Year report projects global ad revenue climbing 7.1% to over $1.22 trillion, excluding U.S. political spending, after an 8.8% surge to $1.14 trillion in 2025. This upward revision stems from milder tariff effects and surging AI investments, outstripping broader GDP growth. In the U.S., the paramount market, Madison & Wall forecasts 6.6% growth sans political ads—or 8.9% inclusive—building on 2025’s 11% rise, as detailed in their update . WPP aligns with 7.6% North American growth, boosted by the Winter Olympics, FIFA World Cup, and midterms injecting $12.3 billion in political outlays. Resilient consumer patterns and performance-focused tactics underpin this vigor, even as budgets pivot sharply digital. AI-fueled tech sectors and e-commerce integration amplify momentum, yet t...