Media inflation is projected to rise steadily over the next two years, according to the latest WFA Outlook report, which includes forecasts for the world’s top 10 media markets.

The report reveals a slight increase in expected media inflation for 2024, rising from 3.1% to 3.3%, with higher costs in some part of the continents. The report provides valuable insights for media planners as they prepare for the years ahead.

Looking ahead to 2025, nine of the top 10 global media markets are predicted to experience increased inflation, with the U.S. rising from 2.1% in 2024 to 2.3%.

The UK stands as the only exception, though price pressures remain there as well.

Forecasts for 2026 predict even more significant increases, with India leading the way at 9.6%, while China and Japan are also expected to see higher inflation.

Meanwhile, media inflation in Turkey and Argentina is predicted to ease from extreme highs, though both markets remain volatile.

Planners are urged to remain flexible, as unexpected shifts in longstanding media channels can still occur.

The WFA Outlook report, compiled from data across 41 markets, also points to easing inflation in digital retail media, with global price inflation in this area falling from 4.8% to 4.5% for 2024, offering some relief to advertisers