The new estimates suggest that global advertising spend would hit $1.19tn, with a further 9.1% rise to $1.3tn anticipated next year.

For 2027, Warc said that it was predicting a 7.9% rise in advertising spend to $1.4tn, which would see global advertising spend have doubled in size since the pandemic and be equivalent to $150 dollars for every person on the planet.

Meta, Amazon and Google’s parent company Alphabet will collectively take up the majority of incremental global advertising spend between 2025 and 2027, Warc said, increasing their share of the global advertising market, excluding China, to 58.8% by the end of 2027.   

The US is the largest advertising market globally, accounting for 35.3% of the global total, equating to $421.1bn in spend and a rise of 8.9% this year.

Alex Brownsell, head of content at Warc Media and author of the report, said: “Advertising has broken away from the economic cycle, and behaves in a way that doesn’t feel reflective of the real economy.

“New money has arrived from digital-native categories, while commerce has redrawn the measured media map, and Big Tech’s self-reinforcing flywheel is harvesting almost all incremental dollars.”