2026 global and US advertising spend forecasts

Forecasts for advertising expenditure in 2026 indicate significant growth both in the United States and globally.

In the United States, the Interactive Advertising Bureau (IAB) raised its 2026 full-year advertising spend growth forecast to 12.3%, up from a 9.5% projection issued earlier in the year. This revision was attributed to a strong first half of the year fueled by major events like the Winter Olympics and the FIFA World Cup, as well as reduced macroeconomic concerns. Marketers are reportedly shifting focus toward customer acquisition and brand equity as consumers react to persistent inflation.

On a global scale, advertising investment is projected to grow by 11.9%, reaching an estimated $1.34 trillion in 2026. Growth is being driven primarily by social media, search, and retail media, which are expected to account for 66.4% of total global spend. While artificial intelligence is noted as a major catalyst for this expansion, industry experts highlight that increased spending is intensifying the competition for consumer attention.