• by Joe Mandese , February 12, 2026

Worldwide ad spending will climb 8.8%, while total marketing spending will rise 9.8%, this year, according to the just-released 2026 edition of PQ Media's annual Global Advertising & Marketing Spending Forecast.

Effective today, PQ's global ad spending data has been added to MediaPost's composite of reputable industry forecasters (see below), whose average 2026 growth rate expands to +7.7%, an increase of three-tenths of a point from our year-end composite.

“Early pacing data in 2026 shows that brands are increasing their budgets for the even-year events, but also due to consumers continuing to purchase products despite rising costs. We expect the overall advertising and marketing sector to decelerate again in 2027," notes PQ CEO Patrick Quinn. PQ projects worldwide ad spending will expand only 4.4% next year.

The just-released update also includes revised estimates for U.S. advertising and marketing spending (see below), both of which are expected to outpace worldwide ad spending expansion.

PQ's new ad spending estimates have also been added to MediaPost's U.S. ad spending forecast composite (see below).