Dentsu Group Releases Global Advertising Spending Growth Forecast for 2026-2027

In recent news, Dentsu Group has unveiled its updated forecast for global advertising spending growth rates for 2026 and 2027, based on data collected from 56 markets across the world. This forecast indicates that, following a remarkable milestone, the global advertising spending hit $1 trillion in 2025 for the first time, marking a year-on-year growth rate of 5.8%.

Key highlights of the report include:

2025: A Landmark Year

By 2025, global advertising expenditure exceeded $1 trillion, primarily driven by the surge in digital advertising. Originally anticipated for 2026, this benchmark was achieved a year ahead of schedule, showcasing the rapid evolution and demand for digital marketing strategies in the global market.

2026 Forecast: Growth Continues

The forecast for 2026 estimates an overall growth rate of 5.0%, projecting global advertising spending to reach approximately $1.06 trillion. Major upcoming events, such as the FIFA World Cup 2026, the Milan-Cortina 2026 Winter Olympics, and significant elections including the U.S. midterms, are expected to substantially fuel this growth. Various industry sectors are predicted to play a pivotal role in this increase, with notable growth in:

- Government, Society, and Politics: 12.8%
- Technology: 12.5%
- Beverages: 10.9%
- Media & Entertainment: 6.4%

Moreover, a regional breakdown anticipates growth of 4.8% in the Americas, 3.6% in EMEA, and a robust 5.9% in the Asia-Pacific region, including Japan.

Media Trends for 2026

Digital advertising remains the leading growth driver across all surveyed markets, constituting 69% of total ad spending. Retail media, in particular, is projected to experience substantial growth, maintaining a double-digit growth rate of 12.3% in 2026 and 11.4% in 2027. This trend indicates a significant shift towards 'commerce-driven media,' leveraging purchasing data and behaviors.

Connected TV (CTV), supported by high-quality content and the expansion of advertising-supported subscription models, is also expected to see considerable growth, forecasted at an increase of 11.5% in 2026. However, the growth rate of search advertising, influenced by advancements in AI and evolving search environments, is predicted to decelerate to 3.4%.

Overall video advertising is projected to grow by 5.1%, propelled by CTV and digital video formats, with traditional linear TV experiencing stagnant growth.

Expectations for 2027

The forecast for 2027 anticipates a continued expansion of global advertising spending, with a growth rate of 5.5%. Although this represents a slight slowdown compared to 2026, the advertising market is expected to outpace overall global economic growth predictions. By 2028, it is estimated that 75% of ad spending will be driven by algorithmic controls, highlighting the rapid integration of AI and automation in advertising strategies.

Overview of Advertising Growth Projections

This forecast is based on comprehensive data gathered from 56 markets by April 2026, integrating insights specific to each market. The materials surveyed include digital, television, newspapers and magazines, out-of-home (OOH), audio, and cinema advertising.

Dentsu aims to maintain semi-annual updates to this forecast to reflect ongoing economic changes and industry dynamics. Despite some regions experiencing high inflation, adjustments have been made retrospectively in response to these economic shifts.

For more information about the Dentsu Group's advertising forecast or any inquiries, please contact the Corporate Communication Office at Dentsu Group. Email: [email protected].