But when it was all said and done, the ad business grew in 2025, with Wpp Media raising its estimate to 8.8 percent for the year, and Madison & Wall raising its estimate to 11 percent growth. Both prognosticators expect 2026 to continue that growth trajectory, with Wpp Media forecasting 7.1 percent growth this year (excluding political advertising), and Madison & Wall forecasting 6.6 percent growth this year (also excluding political).
2026 is shaping up to be just as disruptive as 2025 to the industry, as every sector of the advertising business grapples with this new reality. Or as Wpp Media frames it, advertising is in an era of “creative destruction”:
“Within these aggregate figures, we see the forces of…
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