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The Masterji Brief: 2 updates for 11 September 2026
2 verified updates from 2 sources: Research (2).
This edition contains 2 verified updates from 2 original sources: Research (2).
The complete edition
2 stories, clearly separated
Research Story 1 of 2
Madison and Wall Raises Ad-Spending Growth Estimates, Lifting MediaPost Composite Forecast
What the study found
Madison and Wall revised upward its worldwide and U.S. ad-spending growth estimates for this year and next, which boosted MediaPost's composite forecast for both. The firm raised its global ad-spending growth projection for 2026 by 2.2 points to +11.6% and its U.S. projection by 3.5 points to +15.6%.
Detail
Madison and Wall revised upward its worldwide and U.S. ad-spending growth estimates for this year and next, which boosted MediaPost's composite forecast for both. The firm raised its global ad-spending growth projection for 2026 by 2.2 points to +11.6% and its U.S. projection by 3.5 points to +15.6%.
Research Story 2 of 2
ISBA Digital Retail Media Study and IPA TouchPoints Report on British Commercial Media Consumption
What the study found
A report based on the 2026 IPA TouchPoints database found that British adults now spend 44% of their commercial media time alone, a 10% increase from 2015 when tracking began. The study links much of this change to smartphones, which now match television in total commercial media consumption time among all British adults. ISBA has published the second phase of its Digital Retail Media Study.
Detail
British adults consume 44% of commercial media alone as of 2026. Solo commercial media consumption among British adults has risen 10% since 2015. Smartphones now account for as much commercial media time as television among all British adults.