U.S. advertising spending is now forecast to grow 6.6% next year — that’s not taking into account political ad spend that occurred in 2025 — down from an estimated 11% in the past 12 months, according to the latest analysis from Madison & Wall.
The findings are reflected in a similar global forecast from media consultancy Ebiquity, which found that almost half (48%) of marketers expect to increase their media spend next year, with digital video and CTV likely to be the biggest beneficiaries.
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