Rising media inflation for the major global advertising markets will be the story of the next two years, according to the latest WFA Outlook report.
This is the first time the annual report includes predictions for the world’s top 10 media markets two years ahead.
According to the report, with exceptions, media prices are generally forecast to rise by mid-to-high single digits for most media channels in most markets.
The updated of WFA Outlook 2024 reveals this year’s media-price inflation forecasts have picked up slightly from 3.1% forecast in April to 3.3% now, with increases in U.S. and Western Europe offsetting forecasted reductions in China and Japan.
The report forecasts that nine of the top 10 global media markets will see higher media prices in 2025 versus 2024. U.S. prices are expected to rise from 2.1% in 2024 to 2.3% in 2025.
In 2026, prices are expected to accelerate significantly, per the report. India stands out with consistently high levels of media price inflation: 8% in 2024, 9% forecasted for next year and 9.6% for 2026.
The U.S. is forecast to see 3.9% inflation in 2026, China 5.4% and Japan 3.1%.
WFA Outlook (the full report is available to members only) is compiled from aggregated, anonymized, media price forecasts provided by nine participants including media agency groups and consultants, covering 14 media channels across 41 markets.
