Ad dollars surge to $1.22 trillion in 2026, according to a new forecast from WPP Media. The estimate reflects global advertising revenue excluding U.S. political spending. The total represents a 7.1% increase compared with 2025. The projection follows strong momentum from the previous year, driven by digital advertising growth and expanding use of data-driven tools.
Ad Dollars Surge to $1.22 Trillion in 2026 Driven by Digital Growth
Digital platforms are expected to account for more than 83% of total global ad spending in 2026. These channels include search, social media, retail media, programmatic advertising, connected TV, digital audio, and digital out-of-home. Retail media alone is forecast to exceed $190 billion, supported by large e-commerce platforms such as Amazon and Walmart. Programmatic advertising continues to expand across multiple formats.
Ad Dollars Surge to $1.22 Trillion in 2026 as TV Loses Share
Traditional linear television advertising is expected to decline further in 2026. Broadcast and cable TV continue to lose market share to digital alternatives. Connected TV is projected to grow by 26%, offsetting part of the decline in legacy TV revenue. Overall television ad spending is expected to show only modest growth due to the shift toward streaming platforms.
Global and U.S. Advertising Market Outlook
Total global ad spending reached $1.14 trillion in 2025, marking an 8.8% increase year over year. Reduced tariff pressures and increased adoption of artificial intelligence tools contributed to the upward revision. In the United States, total ad spending in 2026 is forecast at approximately $490.9 billion, including political advertising. Major global events such as elections and international sports competitions are included in U.S. projections.
Market Leaders and Technology Influence
Large technology companies are expected to maintain dominance in digital advertising. These include Alphabet, Meta, Amazon, and Apple. Their advertising growth is supported by AI-driven targeting, large user bases, and integrated commerce ecosystems. Digital channels remain the primary driver behind overall market expansion as traditional media continues to decline in relative importance.
