Dentsu Group Announces Global Ad Spend Growth Forecast for 2026

Dentsu Group Predicts Global Ad Spend Growth for 2026

Dentsu Group, a leading player in the advertising industry, has recently unveiled its forecast for global advertising expenditure, predicting a significant growth rate of 5.1% for 2026. This is particularly notable as this forecast indicates that for the first time, global ad spend will exceed $1 trillion, reaching approximately $1.039 trillion (around ¥161 trillion).

Based on data amassed from 56 global markets, Dentsu's forecast not only updates the predictions for 2025 but also introduces new insights for 2026. The anticipated growth isn't merely a quantitative measure; it signifies a transformative phase in the advertising landscape shaped by technological advancements and major global events.

Key Insights from the Report

Growth Rate Predictions

For 2025, the global ad spend growth rate is estimated at 5.5%, driven largely by the expansion of digital advertising, bringing total ad spend close to $989 billion (approximately ¥153 trillion). Regionally, positive growth is anticipated across the board: Japan is expected to see a 3.7% increase, the Americas 5.5%, EMEA (Europe, the Middle East, and Africa) 3.8%, and APAC (the Asia-Pacific region including Japan) 6.4%.

2026 Forecast Highlights

In addition to the overall 5.1% growth for 2026, Dentsu points out that several high-profile events will further bolster advertising demand. Notable events such as the 2026 Winter Olympics in Milan-Cortina, the FIFA World Cup, and the U.S. midterm elections are expected to significantly impact ad spending patterns. The global economy is projected to grow at a rate of 3.1%, surpassing that benchmark, which underscores the industry's robust recovery trajectory.

Regional Trends

The APAC region, which includes Japan, is projected to grow at 5.4%, representing a total of $376.4 billion (around ¥58 trillion). China is predicted to lead this growth with a strong 6.1% increase, while India is expected to outperform with an 8.6% growth rate.

In the Americas, a growth rate of 5.2% is forecasted, totaling $460.5 billion (around ¥71 trillion). The United States is expected to experience a growth rate of 5.0% thanks to significant events like the FIFA World Cup. Brazil is notable for its remarkable growth of 9.1%, the highest among the top 12 global markets.

In EMEA, a growth of 4.2% is anticipated, with the UK showing a promising 5.7% increase. Japan, comparatively, maintains steady growth rates of 3.7% in 2025 and 2.9% in 2026.

Media Insights

Dentsu forecasts digital advertising will expand by 6.7%, representing 68.7% of global ad expenditure by 2026. Areas like retail media (14.1% growth), online video (11.5% growth), and social media (11.4% growth) are expected to thrive. However, traditional media like TV advertising is projected to have a slight recovery in 2026, with a 2.4% growth after a negative forecast for 2025. Meanwhile, print media (newspapers and magazines) continues to decline with a projected -3.0% growth.

Promising Industry Sectors

In terms of sector growth, technology is expected to shine, with advertising spend set to grow by 10.3% due to new products and connected ecosystems. The public sector and beverages will also see substantial growth rates of 10.1% each.

Conclusion

Dentsu Group's comprehensive research, utilizing data collected from 56 markets to generate these predictions, will be updated biannually, incorporating actual results to refine forecasts. This proactive approach seeks to address high inflation adjustments seen in certain regions, ensuring that predictions remain relevant and accurate.

With the dynamic and evolving landscape of global advertising, stakeholders can leverage these insights to align their strategies effectively for the coming years. Dentsu Group continues to set a benchmark in navigating the complexities of modern advertising, marking an era characterized by innovation and resilience.

For a detailed report on this research, available exclusively in English, please refer to the following URL: Dentsu Ad Spend Report.