The news: Global ad spending will grow 11.9% this year to $1.34 trillion, according to WARC’s Q3 Global Ad Spend Outlook.

• Growth is above WARC’s June projection of 11.5% growth.
• WARC now forecasts global ad spending to increase 8.4% in 2027 ($1.46 trillion) and 7.9% in 2028 ($1.57 trillion).

The revision suggests the ad market is more resilient than previously expected, even as economic and geopolitical risks persist.

Behind the numbers: Ad spending growth during current geopolitical and economic uncertainty is supported by structural investment in AI as well as periodic boosts from tentpole events and elections.

• AI ad spending is growing rapidly, more than doubling from $32.03 billion this year to $68.25 billion in 2030, per our forecast. That growth reflects the ongoing integration of AI into digital advertising, making it a central part of marketers’ digital budgets.
• Strong growth is fueled in part by the packed calendar of major tentpole events this year. Sporting moments like the Winter Olympics and FIFA World Cup are creating high-value opportunities for brands to reach large, live audiences.