The news: WPP Media revised its 2026 global ad forecast upward last Tuesday, now projecting global ad revenue growth of 8.9% by the end of the year—up notably from its December estimate of 7.1% growth. WPP’s figure excludes US political ad revenues.

Consultancy Madison & Wall simultaneously released its first global forecast, estimating growth of 8.3% YoY to $1.42 trillion; this figure also excludes US political advertising.

Our forecast lands slightly higher, estimating worldwide ad spending growth of 10.9% YoY this year, including political advertising—up from 9.6% in 2025. Growth will moderate, but remain positive through 2030.