2026年全球广告支出预测报告.pptxVIP

CONTENTS

THEKEYFIGURES

4

THEBRIEFING

6

METHODOLOGY

20

REFERENCES

21

ABOUTDENTSU

22

FORECASTS|DEC

2025

GLOBAL

SPEND

AD

3

THEKEYFIGURES

Noteforthereader:AdspendindentsuGlobalAdSpendForecastsisexpressedinUSdollarsunlessstatedotherwise.Historicaladvertisingspend

figureshaveallbeenrestatedtoconstantSeptember2025exchangerates.Fullmethodologyisavailableonpage20.

GLOBALADSPENDFORECASTS|DEC20254mm

THEKEYFI

GURES

01

02

03

Despiteongoingmacroeconomic

uncertainty,globaladvertising

spendisforecasttoriseby5.1%in2026,surpassingthe$1trillion

markforthefirsttime($1.04

trillion).

Whilegrowthisexpectedtoslow

comparedto2025(+5.5%),itisstillprojectedtooutpaceglobal

economicgrowth(+3.1%),4thankstomajoreventssuchastheOlympicWinterGames,FIFAWorldCupandmidtermelections.

Asia-Pacific(+5.4%)isexpectedtoremainthefastestgrowingregionin2026(vs.theAmericasat+5.2%,andEurope,theMiddleEastand

Africaat+4.2%).

04

05

06

Algorithm-drivenadvertisingis

forecasttorepresent71.6%oftotalspendin2026,risingtomorethan

Retailmediaispredictedtoremainthefastestgrowingdigitalchannel,increasing14.1%in2026,

Withindigitaladvertising(+6.7%),bothonlinevideoandsocialare

projectedtoacceleratein2026,

three-quarters(76.0%)by2028.

supportedbyfirst-partyshopper

dataandclosed-loopmeasurement.

reachinggrowthratesof11.5%and11.4%,respectively.

07

08

09

Televisionadspendisexpectedtogrowmoderatelyby2.4%in2026,drivenbyconnectedTV(CTV)andad-supportedstreaming,while

traditionalbroadcastcontinuesto