Dentsu this morning revised its U.S. and global ad spending forecast up four-tenths of a percentage point for this year, boosting the industry consensus up marginally from where it stood in December when the Big 4 holdco forecasters last updated their global advertising outlooks.
Dentsu also boosted the U.S. forecast two-tenths of a point to +4.6% growth in 2025, but kept its global ad forecast at 4.2% for next year.
“The year has started at a faster pace than previously anticipated, and we predict spend to maintain momentum in the second half of the year with major sporting events drawing global attention,” Dentsu Global Practice President for Media Will Swayne said in a statement, noting, “The November U.S. presidential election alone is forecast to account for about a third ($11 billion) of the incremental ad spend in 2024.”
By medium, Dentsu continues to project digital taking increasingly greater share of total ad spending, rising from 58.2% last year to 62.0% by 2026.
Conversely, all forms of traditional media are projected to lose share with the exception of out-of-home, which will see a marginal boost in global ad market share.
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