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Digital Media Ad Spending - Energy Shock Case
Source: EMARKETER Forecast, March 2026 - March 2026
Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets, and other internet-connected devices, and includes all the various formats of advertising on those platforms
Additional Note: A sustained energy shock, with crude remaining above $100, introduces a period of persistent inflation and delayed monetary easing that materially slows US advertising growth beginning in 2026. The increase in energy prices feeds through to broader price levels at least in line with prior oil shocks, and potentially more so given the prolonged nature of the disruption, keeping inflation elevated and constraining the pace of policy easing.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders