• by Joe Mandese , Today

For the second time in less than a year, WARC revised its outlook upward for global ad growth this year and next, and posted its first estimate for 2028.

WARC now projects worldwide ad spending will rise 11.9% this year -- 2.2 points higher than the baseline it published last December, and four-tenths of a point higher than its midyear update in June.

WARC also revised its 2027 forecast to +8.4% and published its first 2028 outlook, projecting a 7.9% expansion for that year.

WARC's upgrade comes despite continuing geopolitical and macroeconomic uncertainty across the globe.

"These are unusual times for advertising," notes WARC Media Data Head Suzy Young, adding: "Investment is accelerating even as many consumers face cost-of-living pressures and become more cautious with spending. This apparent contradiction reflects an increasingly uneven economy, where growth – particularly from the AI boom – is benefiting some companies, sectors and consumers more than others."