""Although the U.S. administration unveiled punishing tariffs on almost all global markets in April, the effective tariff rates for many nations, after a flurry of negotiations, deals, dust-ups, and détentes, have been less catastrophic," WPP Media notes in the report. While consumer sentiment remains fragile and mild pressure from slowed economic growth and inflation persists, "the major policy swings of the past year ... have not yet produced meaningful economic headwinds despite the major risks these policy changes introduce," Wieser noted."
"Zoom in: WPP Media, one of the world's largest ad-buying agencies, now says it expects the global advertising market to grow by 8.8% this year (excluding U.S. political advertising), up from 6% in June. Similarly, Brian Wieser - a top advertising industry analyst - raised his U.S. forecast for 2025, projecting 11% growth for 2025 (excluding political advertising), compared to 6% in June."
WPP Media now projects global advertising market growth of 8.8% this year, an increase from 6% in June. Brian Wieser raised his U.S. forecast for 2025 to 11%, up from 6% in June. WPP increased its 2026 estimate from 6.1% to 7.1%, and Wieser predicts U.S. ad growth of 8.9% next year, aided partly by midterm political advertising spend. Effective tariff rates have been less catastrophic after negotiations, and consumer sentiment remains fragile amid mild pressure from slower growth and inflation. AI-driven advertising tools have driven substantial sector growth, with most gains concentrated at large tech companies. Content includes TV, audio, newspapers, magazines, social, and gaming; location covers out-of-home and cinema; commerce covers retail media, travel and financial services networks; search covers traditional search and AI chatbot platforms.
Read at Axios
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