According to a recent forecast from media investment group WPP Media, advertising spending will increase in 2025 more than previously anticipated because the impact of tariffs is not as large as expected, and AI has also provided a boost. According to WPP Media, global advertising revenue will grow 8.8% to reach $1.14 trillion in 2025, up from the 6% forecast in June. The company also said that global ad spending will increase by 7.1% next year, revising the June forecast of 6.1%. Marketers have mitigated the impact of tariffs by importing ahead of tariff implementation, carefully managing inventory, and absorbing some of the costs. However, according to the report, some of the negative effects of the tariffs have only been postponed and will eventually become apparent in 2026.

According to a recent forecast from media investment group WPP Media, advertising spending will increase in 2025 more than previously anticipated because the impact of tariffs is not as large as expected, and AI has also provided a boost. According to WPP Media, global advertising revenue will grow 8.8% to reach $1.14 trillion in 2025, up from the 6% forecast in June. The company also said that global ad spending will increase by 7.1% next year, revising the June forecast of 6.1%. Marketers have mitigated the impact of tariffs by importing ahead of tariff implementation, carefully managing inventory, and absorbing some of the costs. However, according to the report, some of the negative effects of the tariffs have only been postponed and will eventually become apparent in 2026.