Madison and Wall this
morning revised its worldwide and U.S. ad-spending growth estimates for this year and next, boosting MediaPost's composite forecast for both.
M&W revised its global and U.S.
ad-spending growth projections for 2026 2.2 points to +11.6% and 3.5 points to +15.6%, respectively. The figures include U.S. political ad spending.
For 2027, M&W boosted
worldwide and U.S. ad-spending growth 1.6 points to +5.9% and 1.7 points to +4.1%, respectively
The revisions boost the worldwide ad forecast composite up 0.4 points to +9.3% for this year,
and 0.3 points to +6.0% for 2027.
The U.S. composite jumps 1.6 points to +9.6% for 2026, and 0.4 points to +4.4% for 2027.
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