Updated November 2026
According to WARC, global advertising spend reached $1.19 trillion in 2025, up 8.9% year on year. Forecasts vary from one institute to another depending on method and update date: we state the source and year of every figure.
Global advertising market statistics 2025
- According to WARC (late 2025 update), global advertising spend reached $1.19 trillion in 2025, up 8.9%.
- According to WARC (2025), this is the first year in which retail media accounts for a larger share of global advertising spend than linear television.
- According to dentsu (June 2025 forecast), global advertising spend was expected to grow by 4.9% in 2025 to reach $992 billion.
- According to WPP Media (mid-2025 forecast), expected global growth for 2025 was lowered to 6%, from 7.7% in the previous forecast, because of trade tensions.
Sources
Why the figures differ
Each institute publishes its own forecasts, with a different scope (political advertising included or not, countries covered) and a different update date. A gap of several points of growth between two sources is therefore normal. We do not mix these figures: each one stays attributed to its source and year.
What this means for a brand that wants to be seen
When online advertising and platforms capture most of the growth, a physical and event presence helps a brand stand out. A custom mascot is one of the street and event marketing tools: it is made in the brand's colours, with a logo and text of your choice.
Frequently asked questions
How much is global advertising spend in 2025?
According to WARC, $1.19 trillion, up 8.9% year on year. dentsu had published a lower forecast in June 2025, at $992 billion.
Why are advertising forecasts not identical?
Because scope, method and update date differ from one institute to another. Each figure should be cited with its source and year.