Ad budgets of the 25 biggest US advertisers grew 56% since 2019, but their revenue grew 73%, WARC Media found.
The IPA Bellwether net balance rose to 14.3% in the third quarter. Main media hit a nine-year high, but firms still see a weaker market ahead.
Demand creation rose 5% in the quarter to 31 August. Overhead fell 6%, and Nike plans to cut $2.5 billion in costs over five years.
Brands put £21.2bn into digital advertising in the UK in the first half of 2026. IAB UK and MediaSense published the figure on 29 September.
Nielsen counted €2.39 billion of gross ad spend in Germany in August, up 0.9%. Online rose 14.7% while TV fell 4.9%.
The IAB raised its 2026 forecast for United States ad spend to 12.3 percent growth on 10 September, up 2.8 points on its January reading.
Campbell’s is moving about 85% of its working media budget into social, influencer and e-commerce after a year of falling sales.
IAB Australia and PwC say online advertising in Australia reached A$19.8 billion in the year to June 2026, the fastest growth in four years. Most of the new money comes from smaller firms and shops rather than big brands.
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