The news: WPP Media has lowered its global ad spend forecast for 2025 by 1.7%, reaching 6% growth as opposed to the 7.7% growth projected in December. The downgrade is attributed to ongoing trade wars resulting from President Trump’s current tariff policies, with WPP Media president Kate Scott-Dawkins citing “uncertainty.”
WPP also downgraded future projections, estimating a global compound annual growth rate of 5.4% between 2025 and 2030 compared with the previously estimated 6.4%.
Zooming out: Tariffs are impacting advertisers across the board, prompting brands to consider scaling back ad spend in response to shifting trade dynamics.