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Learn More →US Ad Spending 2026
What’s Old Is New Again as Social Advertising Steals the Spotlight From Retail Media and CTV
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Table of Contents
Executive Summary
Total media ad spending growth will accelerate in 2026 thanks to social and retail media
A new company hierarchy is emerging, as Meta will top our rankings for the first time this year
Social network ad spending growth will remain elevated on the strength of the largest social platforms
Retail media ad spending growth will stay robust as existing trends hold steady
Traditional TV will draw over $50 billion in ad spending this year, but another collapse looms in 2027
CTV ad revenues will edge closer to traditional TV’s level, thanks to Netflix, Peacock, and others
Media Gallery
About This Report
Ad spending will surge in 2026 as AI-driven gains and a packed events calendar offset mounting economic strain. Social will lead the way as Meta overtakes Google in net revenues and the wider ad industry closes in on the half-trillion-dollar milestone.
Table of Contents
Executive Summary
Total media ad spending growth will accelerate in 2026 thanks to social and retail media
A new company hierarchy is emerging, as Meta will top our rankings for the first time this year
Social network ad spending growth will remain elevated on the strength of the largest social platforms
Retail media ad spending growth will stay robust as existing trends hold steady
Traditional TV will draw over $50 billion in ad spending this year, but another collapse looms in 2027
CTV ad revenues will edge closer to traditional TV’s level, thanks to Netflix, Peacock, and others
Media Gallery
US ad spending growth will accelerate in 2026 as AI-fueled gains in social and retail media help offset a poor economic outlook. Major events like the Olympics, World Cup, and US elections will stabilize TV and connected TV (CTV), while Meta’s surge will reshape the digital advertising hierarchy.
Key Question: What is the outlook for US total and digital ad spending across the major formats, channels, and platforms in 2026?
Key Stat: The Meta family of apps will produce $100.86 billion in net digital ad revenues in the US in 2026, putting Meta ahead of Google on a net basis for the first time.
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authors
Ethan Cramer-Flood
Contributors
- Vivian Dong
- Forecasting Analyst
- Zach Goldner
- Senior Forecasting Analyst
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- Senior Copy Editor
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- Chuck Rawlings
- Andrew Spink
- Senior Forecasting Analyst
- Jherr Daven Velasco
- Data Visualization Editor
- Max Willens
- Julia Woolever
- Director, Report Editing
- Yoram Wurmser
- Principal Analyst
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