Global Ad Spend Set to Surpass $1 Trillion for First Time in 2026
Global advertising spend is forecast to increase by 5.1% in 2026, surpassing 1 trillion US dollars for the first time and outpacing the projected 3.1% expansion of the global economy. As algorithms increasingly shape what people see, like, and buy, brands must find new ways to cut through or risk fading from consumer consideration. The latest dentsu Global Ad Spend Forecasts show a market entering the Algorithmic Era where media serves as the connective system between brands and consumers and every touchpoint becomes a moment to connect, shop, share, experiment and belong.
“Crossing the trillion dollar threshold signals a structural shift in how growth is created. Media is now the front door to every brand and the most powerful system for driving relevance, creativity and value at scale.” Will Swayne, global practice president, media and integrated solutions, said, “In the Algorithmic Era the brands that win will be the ones that understand how discovery and decision making are shaped by algorithms and use media as a strategic engine to earn attention and build long term advantage. 2026 rewards the marketers who innovate with intent, design for outcomes and meet people in the moments that matter.”
The year ahead features major global events including the Olympic Winter Games, the FIFA World Cup and significant election cycles that will amplify audience engagement across channels. Yet consumer interest is expanding far beyond traditional sports and entertainment. 40% of consumers globally watched a sports docuseries in the past month and Japanese anime is watched weekly by half of gen z, with more gen z in the United States identifying as anime fans than fans of major sports leagues. With 42% of CMOs planning to increase investment in original content production and sponsorship, brands will have a wider creative canvas in 2026.
The Americas region is forecast to grow by 5.2% in 2026 reaching 460.5 billion US dollars, with the United States expected to rise by 5.0% supported by the World Cup and midterm elections. Brazil is forecast to grow by 9.1%, the fastest among major markets, while Canada is projected to grow by 5.4%. Asia Pacific remains the most dynamic region with 5.4% growth expected. China is forecast to rise by 6.1% and India by 8.6% driven by major sporting events and rapid digital expansion. EMEA is projected to grow by 4.2%with the United Kingdom leading at 5.7%.
Digital advertising spend is forecast to grow by 6.7% in 2026 representing 68.7% of total investment. Retail media remains the fastest growing digital channel with 14.1% growth, followed by online video at 11.5% and social at 11.4%. Programmatic advertising is expected to account for more than four fifths of digital investment. Traditional channels are also set for moderate growth with television up 2.4%, out of home up 4.1% and cinema up 2.2%. Print is expected to decline by 3.0% in 2026.
Technology (+10.3%), driven by AI-led product launches and innovation in connected ecosystems, is forecast to be the fastest growing sector in 2026, followed closely by government, social, political, and organisations (+10.1%) and beverages (+10.1%).
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