• by Joe Mandese , 9 hours ago

For the second time in as many years, Dentsu has released a "mid-year" update to its annual global ad-spending forecast -- revising the outlook for this year down slightly, but revising 2027 upward more significantly.

The relatively mid-year downgrade follows a much more pronounced downward revision in Dentsu's December 2025 year-end outlook.

"The global advertising spend outlook is positive, but growth is projected to slow to 5.0% in 2026 and 5.5% in 2027, following a stronger than expected 2025 at 5.8%," the agency states, attributing the moderate downturn as being "informed by economic uncertainty tied to geopolitical tensions."

On a secularly positive note, Dentsu said the global ad economy will outpace the global macroeconomy this year.

Based on Dentsu's revisions, MediaPost's global ad forecast composite for 2026 remains unchanged at +7.7%, but expands one-tenth of a point for 2025 and 2027.

Dentsu did not issue an update to its year-end 2025 forecast for 2028, which stands at +5.2%.

Regionally, Dentsu revised the Americas' 2026 ad-growth rate down four-tenths of a point to +4.8% from the +5.2% it was projecting in December 2025.

The EMEA outlook was revised downward six-tenths of a point to +3.6% and APAC was revised upward half a point to +5.9%.