New forecasts from PQ Media covers the Middle East-Africa region and three other geographic regions.
Global advertising and marketing spending is expected to accelerate sharply in 2026, buoyed by major international sporting events, political elections, and continued investment in artificial intelligence, according to new forecasts from PQ Media.
The forecast covers markets across the Americas, Europe, Asia-Pacific, and the Middle East-Africa region, which PQ Media tracks as one of its four principal geographic regions.
PQ Media expects worldwide advertising and marketing spending to rise 9.8% in 2026 to about $2.1 trillion, marking one of the industry’s strongest annual expansions in recent years. That follows growth of 6.6% in 2025, when spending reached $1.92 trillion.
Growth rebounds in an even-year cycle
The acceleration reflects the return of the advertising industry’s traditional even-year growth cycle, typically driven by major global sporting events and elections.
This year, spending is expected to benefit from the Winter Olympics, the FIFA World Cup, and elections in 40 countries. These events historically spur increased advertising and marketing activity across multiple media channels.
PQ Media said the absence of such large-scale events in 2025, combined with economic uncertainty and concerns over tariff policies, contributed to last year’s slower pace of growth.
Digital extends its lead
Digital and alternative media continue to outpace traditional channels by a wide margin.
Global spending on digital and alternative media rose 11.4% in 2025 to $1.07 trillion, surpassing the $1 trillion mark for the first time. Traditional media spending, by contrast, increased 1.2% to $850.7 billion.
PQ Media’s forecast spans 10 digital and alternative media platforms, 45 digital and alternative channels, and 11 traditional media platforms.
Advertising and marketing both expand
Within the broader market, both advertising and marketing are expected to post stronger growth in 2026.
Global advertising spending is forecast to rise 8.8% this year, while total advertising and marketing spending is projected to increase 9.8%, according to PQ Media.
In 2025, the advertising sector grew 5.2% to $832.1 billion, while the marketing sector expanded 7.7% to $1.09 trillion.
AI becomes a central growth driver
Artificial intelligence remains one of the fastest-growing segments of the global marketing economy.
PQ Media said smart technology marketing, which includes AI, virtual reality, augmented reality, and the Internet of Things, continues to expand rapidly.
Smart technology marketing was the fastest-growing among the digital and alternative media channels tracked by PQ Media, rising 30.5% in 2025. The firm expects that momentum to continue as AI tools become easier to use for businesses of all sizes.
Retail media gains momentum
Retail media is also emerging as a major driver of advertising growth.
PQ Media noted that brands are increasing retail media investment, while official sponsors of major sporting events are among those increasing allocations to retail media channels during global tournaments.
Political advertising diversifies
Political campaigns are increasingly broadening their media mix.
While broadcast television remains important, campaigns are allocating more spending to direct mail and digital channels, including podcasting and influencer marketing, as audiences fragment.
Growth to moderate in 2027
PQ Media expects growth to moderate again in 2027 as the boost from major sporting events and elections fades.
The company said fewer elections in major markets and a lighter global sports calendar are likely to result in slower expansion next year. Events such as the Rugby World Cup, Cricket World Cup, and Women’s FIFA World Cup are expected to generate less spending than this year’s marquee tournaments.
A transforming media economy
PQ Media’s latest forecast underscores the scale of change underway across the global media economy.
The research covers the top 20 global markets, which account for more than 90% of worldwide advertising and marketing spending, as well as regional markets across the Americas, Europe, Asia-Pacific, and the Middle East-Africa region.
As advertisers continue to adapt to evolving media channels and technologies, digital and alternative media remain at the center of industry growth.
