According to forecasts by dentsu, the global spend on advertising is expected to exceed a trillion dollars for the first time ever in 2026. This sum is expected to reflect a 5.1% increase from the same expenditure in 2025, and the percentage increase exceeds the forecast of 3.1% growth for the global economy in 2026.
These projections of how much will be spent globally on advertising highlight how strategically important it is for firms to continuously advertise their offerings despite the ongoing macroeconomic challenges.
According to the report published by dentsu, 86% of Chief Marketing Officers (CMOs) anticipate that the budgets at their disposal will increase during the coming 12 months, and the majority of these officials regard the media as a cornerstone of the growth of businesses. This positivity underscores the resilience in emerging and advanced markets as inflation eases, AI adoption accelerates and capital expenditure directed at digital infrastructure increases.
A number of major global events, such as the FIFA World Cup, Winter Olympics and midterm elections in the U.S. are expected to play a part in the growth in ad spend around the world. Such events provide marketing opportunities for brands that are looking to increase their reach by capturing the attention of the audiences of these events.
The Asia Pacific region is expected to grow at the fastest pace, with a projected 5.4% increase from its advertising spend for 2025. In 2026, this region is expected to spend about $376.4bn. China will grow its ad spend by 6.1% in 2026. Lifestyle platforms and short-form videos will be the main channels through which this ad spend will be witnessed. In India, ad spend is expected to exceed the total of 2025 by 8.6% with sporting events like IPL 2026 and Cricket World Cup driving most of that spend.
In the U.S., ad spend will hit $460.5bn in 2026. Digital channels in the country, such as those for streaming, search and social media, will see double-digit advertising spend growth during the year. The FIFA World Cup and midterm elections will account for a significant portion of growth in advertising spend in the country.
Brazil is expected to experience explosive growth of 9.1% in 2026. Spending during the FIFA World Cup and the presidential elections in the country will drive ad spend growth.
The report provides projections for other regions around the world and shows that digital advertising will take a dominant share of the money spent on advertising. For companies like Alphabet Inc. (NASDAQ: GOOGL) (NASDAQ: GOOG) that dominate online search, 2026 could bring record-setting revenue from advertisers.
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