2026年全球广告支出预测报告

F O R E W O R D THE NEW FRONTIER OF Today, algorithms influence what people see, like and buy tosuch an extent that if your brand does not find a way tobreak through them, one might increasingly wonder whether In this Algorithmic Era, media serves as the bridge betweenyour brand’s world and your consumers’ world, transforming As a result, media has become a key growth engine for 86%of CMOs, as they seek to thrive amid economic uncertainty.1 With the year ahead rich in major sporting events such as theOlympic Winter Games and the FIFA World Cup, our analystsforecast global advertising spend to increase by 5.1% andreach $1.04 trillion in 2026. It will be slower than in 2025 Today, nearly one in three CMOs (28%) cite theirorganization’s inability to react quickly enough to market changes as a top challenge for the coming year.3ThisDecember 2025 edition of thedentsu Global Ad SpendForecasts, based on data from 56 markets, will help guide Start withThe Key Figuresfor a snapshot of the direction oftravel or dive intoThe Briefingfor deeper insights. C O N T E N T S T H EK E Y F I G U R E S 21206 A B O U TD E N T S U THE KEY FIGURES Note for the reader: Ad spend indentsu Global Ad Spend Forecastsis expressed in US dollars unless stated otherwise. Historical advertising spendfigures have all been restated to constant September 2025 exchange rates. Full methodology is available on page 20. T H E K E Y F I G U R E S While growth is expected to slowcompared to 2025 (+5.5%), it is stillprojected to outpace globaleconomic growth (+3.1%),4thanks Asia-Pacific (+5.4 %) is expected toremain the fastest growing region in2026 (vs. the Americas at +5.2%, Despite ongoing macroeconomicuncertainty, global advertisingspend is forecast to rise by 5.1% in Algorithm-driven advertising isforecast to represent 71.6% of totalspend in 2026, rising to more than Retail media is predicted to remainthe fastest growing digital channel,increasing 14.1% in 2026, Within digital advertising (+6.7%),both online video and social areprojected to accelerate in 2026, Television ad spend is expected togrow moderately by 2.4% in 2026,driven by connected TV (CTV) andad-supported streaming, while Technology (+10.3%), driven by AI-led product launches and innovationin connected ecosystems, is forecastto be the fastest growing sector in2026, followed closely by Out-of-home (OOH) advertising isprojected to grow by 4.1% in 2026,supported by both traditionalplacements and the expansion of Global advertising spend is projectedto increase by 5.1% in 2027 and bya further 5.2% in 2028, reaching CMOS ARE READY TOSEIZE MEDIA expand. Messaging apps haveintroduced new ad formats over thepast year, now making businessmessaging a more attractive channelin Western markets where it washistorically limited. Ad monetization is barriers to free trade create what theIMF describes as a situation in flux. In this context, 86% of CMOs globallyexpect their marketing budget toincrease in the next 12 months,according to dentsu’sCMO Navigator research.6A similarly high number ofCMOs (86%) view media as a strategicgrowth lever,7and 2026 will bring The global economy is projected togrow by 3.1% in 2026, slightly slowerthan in 2025 (3.2%), according to thelatestWorld Economic Outlookfrom Major sports events such as the FIFAWorld Cup will dominate headlines andattract significant investment. Yet, Artificial intelligence will remain acentral theme throughout 2026, as45% of CMOs prioritize AI adoption toenhance marketing effectiveness and Growth in advanced economies willremain modest at 1.6% in 2026, thesame as in 2025. The United States isexpected to lead with 2.1% growth(up 0.1 percentage point year over [ Contentcontinues onpage 9 ] For example, 40% of consumersglobally watched a sports docuseries in the last month,8making this formata powerful way to engage women,Gen Z, and audiences in emergingmarkets who are less engaged with The report also shows that emergingmarkets and developing economiesare forecast to grow at more thantwice the rate of advanced economies(4.0% in 2026 compared to 4.2% in traditional sports programming.Japanese anime, once considered HUMAN TRUTHS IN THEALGORITHMIC ERA niche, is now watched weekly by 50%of Gen Z,9and in the US, more Gen Zidentify as anime fans than as fans of Download the 16th annualedition of dentsu’s industry- The report is a must-read forbrand leaders, marketers, andstrategists who want to stayahead of the curve and build This resilience in the global economyis supported by falling inflation andincreased investment in artificial Other promising spaces are set toaccelerate as advertising opportunities T H E R A C E TO A G E N T I C A I We forecast that 71.6% of advertisingspend will be algorithm driven by2026. By 2028, this number isprojected to reach more than three While AI agents can fuel marketingtransformation in 2026, successdepends on making them intelligent, 1.Build agents that drive stra