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IAB Raises U.S. Ad-Spending Forecast for 2026
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IAB Raises U.S. Ad-Spending Forecast for 2026
What the study found
The Interactive Advertising Bureau revised its U.S. advertising spending projection upward by 2.8 points to over 12.3% for 2026, compared to its January 2026 estimates. The report attributes stronger-than-expected first-half ad spending to record-setting audience and revenue figures from the Winter Olympics and World Cup. The study notes that buyer sentiment appears optimistic about the upcoming midterm elections, which will conclude a busy, event-driven year.
Detail
The Interactive Advertising Bureau revised its U.S. advertising spending projection upward by 2.8 points to over 12.3% for 2026, compared to its January 2026 estimates. The report attributes stronger-than-expected first-half ad spending to record-setting audience and revenue figures from the Winter Olympics and World Cup. The study notes that buyer sentiment appears optimistic about the upcoming midterm elections, which will conclude a busy, event-driven year.