WPP Media has revised its global ad spend growth forecast down by 1.7%, attributing the decrease to uncertainties arising from U.S. President Trump's trade wars. The agency's latest report suggests global advertising investment will increase by 6% this year, totaling $1.08 trillion. Future growth is also adjusted, predicting a compound annual growth rate of 5.4% for 2025-2030. The U.S. ad spend growth estimate for 2025 has dropped to 5.6% amid ongoing economic volatility, while the U.K. anticipates strong growth despite the imposition of new regulations limiting certain advertising.
"Fear of a potential economic hit from Trump's tariff policies, rather than responses to real impacts, had so far been the main driver of client spending shifts."
"Uncertainty is the key thing. I see that sense of volatility as a drag on most markets and especially the U.S."
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