Ad Spend to Grow More Than Expected in 2025 as Tariffs Sting Less and AI Gives a Leg Up

Advertising spending will grow more than predicted in 2025 because tariffs didn’t take as big a bite as expected and AI provided a boost, according to a new forecast from media investment group WPP Media.

Global ad revenue excluding U.S. political advertising will grow 8.8% in 2025 to $1.14 trillion, WPP Media said, raising its forecast from the 6% it predicted in June. Next year will see worldwide advertising grow 7.1%, it said, revising its June forecast of 6.1%.