As the Cannes Lion Festival opens, Magna forecasts a 4.9% ad revenue growth in 2025, totaling $979 billion, down from an earlier 6.1% prediction. This revision reflects challenges in the economic outlook and lower business confidence. Despite this, the advertising market's slowdown is seen as modest, particularly as digital media has exceeded early expectations. Looking to the future, Magna anticipates a rebound by 2026, projected to surpass $1 trillion in ad sales as significant global events return, stimulating growth within the industry and specifically in the U.S. ad market.
Magna has revised its global ad revenue growth forecast for 2025 down to 4.9%, attributing this to a weakened economic outlook and declining business confidence.
Vincent Letang notes that the global advertising market slowdown was anticipated, following 2024's exceptional performance, yet the impact thus far has been modest.
Despite the anticipated downturn, digital media has outperformed expectations in the first quarter, indicating the industry's adaptability since the Covid period.
By 2026, Magna predicts a resurgence with ad sales exceeding $1 trillion, fueled by major events, with the U.S. market surpassing $400 billion.
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