WFA report predicts rising media inflation for top global markets through 2026
By Oluwaseyi Lawal
The latest WFA Outlook report has shown that increasing media inflation is expected to be a key trend in the major global advertising markets over the next two years.
This marks the first time the annual report has projected forecasts for the top 10 media markets worldwide for the next two years.
The report indicates that, in most cases, media prices are anticipated to climb by mid-to-high single digits across various media channels in most regions.
The latest WFA Outlook 2024 update shows a slight increase in this year’s media-price inflation projections, rising from 3.1% estimated in April to 3.3%, with higher forecasts for the U.S. and Western Europe compensating for anticipated declines in China and Japan.
The report predicts that media prices will climb in nine out of the top 10 global markets in 2025 compared to 2024, with U.S. prices expected to grow from 2.1% in 2024 to 2.3% in 2025. A more pronounced acceleration is projected for 2026, with India experiencing particularly high inflation levels—8% in 2024, increasing to 9% in 2025, and reaching 9.6% in 2026.
The U.S. is projected to see 3.9% inflation in 2026, while China and Japan are expected to face 5.4% and 3.1%, respectively.
The WFA Outlook, available exclusively to members, compiles data from aggregated, anonymized media price forecasts provided by nine contributors, including media agencies and consultants, across 14 media channels in 41 markets.
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