WARC has raised its forecasts for global advertising growth in 2026 and 2027, citing stronger-than-expected investment despite consumer financial pressure and ongoing geopolitical uncertainty. It has also issued its first projection for 2028.

The latest outlook puts global ad spending growth at 11.9% in 2026—2.2 percentage points above WARC’s forecast last December and 0.4 points higher than its June estimate. The organisation expects the market to expand by 8.4% in 2027 and 7.9% in 2028.

Suzy Young, WARC media data head, said the advertising sector is navigating a mixed economic picture. “These are unusual times for advertising,” she said. “Investment is accelerating even as many consumers face cost-of-living pressures and become more cautious with spending.”

Young said that contrast reflects an uneven distribution of economic growth. “This apparent contradiction reflects an increasingly uneven economy, where growth – particularly from the AI boom – is benefiting some companies, sectors and consumers more than others.”

The revised forecasts indicate continued expansion in global advertising, even as consumer caution and broader economic uncertainty remain important considerations for marketers.