Global adspend continues to defy gravity according to the latest numbers from WARC, up 11.9% in 2026 to $1.34trillion.
As is the norm these days social media is making the running, up 21.3% to $394.6bn.
VOD (15.1%), retail media (14.3%), search (14.2%) and digital OOH (13.7%) are all set for double-digit increases
Technology and electronics (20.7%), travel and transport (19.3%) and automotive (17.8%) to be fastest growing product categories
Adspend growth in 2027 expected to moderate (8.4%) to $1.46trn.
Suzy Young, head of WARC Media Data, says: “These are unusual times for advertising. Investment is accelerating even as many consumers face cost-of-living pressures and become more cautious with spending. This apparent contradiction reflects an increasingly uneven economy, where growth – particularly from the AI boom – is benefiting some companies, sectors and consumers more than others.”
They certainly are unusual. From one angle social media is having a rough time with Meta (Facebook) clobbered with huge fines for corrupting teenagers and threats of more restrictions across much of the world. Advertisers don’t seem to care though, which says much about their priorities.
