In Graphic Detail: What to expect in media in 2026

"One key finding in WPP's end of year forecast was the prediction that retail, financial services and travel media spending would overtake all television by the end of this year. "Using commerce data to target and measure shoppable TV is something that just wasn't possible a few years ago, and is only getting more accessible as players like Amazon expand the footprint of entertainment partners they work with," said Ryan Walker, head of retail at PMG."

"TV advertising companies, meanwhile, want to lean into the demand for commerce and commerce-adjacent media. Minai Bui, director of product marketing at Samsung Ads, told Digiday that building out its suite of shoppable and interactive ad formats was a high priority. "Shopping on TV isn't the natural instinct right now. So in order to change that behavior, we do need to make sure that it's really seamless," she said."

"North American ad revenue, which totaled $452.9 billion this year, will grow 7.6% in 2026 per WPP's This Year Next Year report. As usual, the bulk of that spend, and its growth, will come from the United States, though Mexico and Canada's ad markets should expect an assist from the soccer World Cup. The U.S. is also predicted to see high political ad spend in the run-up to the midterm elections later in the year."

Retail, financial services and travel media spending is forecast to overtake television ad spending by year-end, driven by improved targeting and measurement of shoppable TV. Commerce data and partnerships with platforms like Amazon are expanding the reach of shoppable entertainment and enabling better measurement. TV ad sellers are building shoppable and interactive formats to capture commerce-oriented demand, with seamless on-screen shopping seen as essential to change consumer behavior. North American ad revenue reached $452.9 billion and is projected to grow 7.6% in 2026, led by U.S. spend. The World Cup and midterm elections will boost regional and political advertising, while AI investment and tariff clarity support broader growth.

Read at Digiday