Ad Forecaster Cuts Industry Outlook as Trade Upheaval Risks Five-Year ‘Chilling Effect'
A major advertising forecaster said global trade disruptions and economic deglobalization have led it to cut ad revenue growth expectations for 2025 to 6%, excluding U.S. political spending, from its December prediction of 7.7%.
WPP Media, a unit of London-based advertising giant WPP that was formerly called GroupM, said global ad revenue in 2025 will reach $1.08 trillion, in a report published in the U.K. on Tuesday. But the uncertainty of the moment is a drag on both business and consumer investment, WPP Media said, leading to the firm's reduced expectations.
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