The news: The Interactive Advertising Bureau (IAB) lowered its 2025 US ad spending forecast from 7.3% growth to 5.7%, citing “macroeconomic pressures” and tariffs.

The revision included a survey of advertising professionals who gave insight into how the sector is adapting to tariffs and broad uncertainty.

• 66% of US ad buyers said they are “somewhat” concerned about tariffs’ impact on ad spend, but the share who are “extremely” concerned plummeted from 57% in February to 25%.
• Concerned respondents expect automotive (69%), retail and ecommerce (67%), and consumer electronics (62%) to be hit hardest. That trio includes some of the largest ad spending categories, per our September forecast: Retail will make up 26.3% of total media ad spend this year, while consumer electronics and automotive will contribute 7.2% and 6.9%, respectively.
• 45% of respondents said they plan to reduce overall ad spend this year, unchanged from February.