Story 1 of 1 · 10 September 2026
IAB Raises U.S. Ad-Spending Forecast for 2026
What happened
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.
Confirmed details
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.