Global ad spend is on course to grow 10.5% this year—as well as 7.2% in 2025 and 7% in 2026—according to recent research from WARC.

The report was based on WARC’s dataset of advertising and media intelligence from around the world.

The researchers forecast that global ad spend will reach $1.07 trillion by the end of this year and $1.23 trillion by the end of 2026.

Social media is the largest advertising channel, accounting for 22.6% of all global spend in 2024. By 2026, that share is forecast to increase to 23.6%.

Retail media and connected television are forecast to lead global ad spend growth through 2026.

The researchers forecast that the B2B, nicotine, technology and electronics, and alcoholic drinks industries will account for the largest incremental increases in ad spend over the next two years.

Just three companies—Meta, Amazon, and Alphabet—are expected to attract 43.6% of all advertising spend in 2024 (excluding China). That proportion is expected to grow to more than 46% by 2026.

About the research: The report was based on WARC’s dataset of advertising and media intelligence from around the world.