The advertising industry is poised for a blockbuster year in 2026, with global ad spending expected to surge by nearly 10% as major events like the FIFA World Cup and U.S. midterm elections drive a massive influx of media investments. According to new research from leading media economist PQ Media, global ad and marketing spend is projected to grow 9.8% in 2026, a significant acceleration from the 6.6% gain recorded in 2025.

Recession Fears Subside, Cyclical Forces Take Over

What this really means is that the industry is set to rebound from a slowdown in 2025 driven by economic uncertainty and fewer high-profile events. But with recessionary concerns waning and a packed calendar of must-see moments on the horizon, brands are pouring money back into advertising and marketing in a big way.

"Early pacing data in 2026 shows that brands are increasing their budgets for the even-year events, but also due to consumers continuing to purchase products despite rising costs," says PQ Media CEO Patrick Quinn.

Digital Surge, Political Shift

The bigger picture here is that the growth will be fueled by a surge in digital ad spending, which PQ Media expects to climb 11.4% in 2026 after a 7.7% increase for the overall marketing sector last year. Meanwhile, traditional media will see a more modest 1.2% gain.

Interestingly, the report also notes that political advertisers are shifting budgets beyond TV, fueling faster gains in digital media, podcasting, and influencer marketing channels globally. As Radio & Television Business Report points out, this reflects the decline in broadcast TV viewership as younger audiences flock to streaming services.

Cautious Optimism Amid Lingering Risks

Of course, the industry isn't entirely in the clear. According to the IAB, marketers are still grappling with concerns around a potential recession and the impact of tariffs, which could dampen consumer spending and put pressure on ad budgets. But for now, the lure of huge events and a shift toward more targeted, measurable digital channels has the ad world feeling bullish about the year ahead.