The U.S. Advertising Market: 2025 Recap and 2026 Forecasts

February 9, 2026    

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Executive Summary

WPP Media has been analyzing and forecasting audience trends and advertising spending trends in the US for many years.

Kate Scott-Dawkins, Global President, Business Intelligence at WPP Media, walked through her key findings on the U.S. ad market in 2025 (ad supported streaming, retail media, AI-powered digital formats) and her latest forecasts for 2026, incl. the impact of major cyclical events (mid-terms, FIFA World Cup, Winter Olympics), U.S. economic impacts, and how we are now entering the AI Era of Advertising.

Speaker:
Kate Scott-Dawkins
Global President, Business Intelligence
WPP Media

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