IAB raises 2026 U.S. advertising spend forecast to 12.3%

The Interactive Advertising Bureau (IAB) has raised its 2026 full-year forecast for United States advertising spend growth to 12.3% year-over-year. This update represents a 2.8 percentage point increase from the 9.5% projection issued in January.

The upward revision follows a stronger-than-expected first half of the year, driven by major cyclical events such as the Winter Olympics and the FIFA World Cup, alongside easing concerns regarding macroeconomic headwinds. The study, which gathered insights from over 200 brand and agency decision-makers, also highlights a shift in marketing priorities.

Marketers are increasingly focusing on customer acquisition, which rose nine percentage points to 63%, and brand equity, which rose to 43%. This shift occurs as consumers become more discerning due to persistent inflation. Additionally, the rise of AI is transforming how consumers discover and evaluate brands, though advertisers noted challenges in measuring ad effectiveness within AI-driven environments.