Dentsu Sees 5% U.S. Ad Growth In 2026 As Tentpole Events Fuel Demand.

The new year will bring the World Cup and midterm elections, not to mention the Winter Olympics. With those tentpole events on the marketing calendar, the ad agency Dentsu is forecasting U.S. ad spending will rise 5% in 2026. That’s in line with the agency’s global outlook, which predicts ad spending worldwide will grow 5.1% in the coming year to reach a milestone $1 trillion for the first time in history.

“Crossing the trillion-dollar threshold signals a structural shift in how growth is created,” says Global Practice President Will Swayne. “Media is now the front door to every brand and the most powerful system for driving relevance, creativity and value at scale.”

Dentsu gives radio ad sellers another reminder of why digital should be front and center in their pitch. It projects digital advertising spending will grow 6.7% in 2026 representing more than two of three (68%) dollars spent by marketers around the globe in the coming year. But digital won’t be the fastest-growing segment. The agency believes that crown will go to retail media, which is forecast to see a 14.1% increase in ad sales. It is followed by online video at 11.5% projected growth, and social at 11.4%.

Traditional channels are also set for what Dentsu says will be “moderate growth” in 2026. It forecasts television ad spending will rise 2.4%, out of home will increase 4.1%, and cinema advertising will grow 2.2%. Print is expected to decline 3% in 2026. The agency didn’t release a radio-specific outlook.

The ad sectors believed to be most poised to increase their advertising in 2026 include technology. That’s driven by AI-led product launches and innovation in connected ecosystems [and] is forecast to be the fastest-growing sector in 2026 based on analysis of a dozen countries, including the U.S. and Canada. The forecast pegs tech spending growth at 10.3%. It also sees a 10.1% increase on the horizon from government, social, political, organizations, and beverage.

“The year ahead features major global events including the Olympic Winter Games, the FIFA World Cup and significant election cycles that will amplify audience engagement across channels,” says Dentsu in its outlook. But the agency says consumer interest is expanding far beyond traditional sports and entertainment. It points out 40% of consumers globally watched a sports docuseries in the past month and Japanese anime is watched weekly by half of Gen Z, with more Gen Z in the U.S. identifying as anime fans than fans of major sports leagues.

“In the ‘Algorithmic Era,’ the brands that win will be the ones that understand how discovery and decision-making are shaped by algorithms and use media as a strategic engine to earn attention and build long-term advantage,” says Swayne.

Around the globe, Dentsu says the U.S. growth rate of 5% is similar to what it sees in most other regions. Across North and South America, spending is expected to increase 5.2% to reach $460.5 billion. Brazil is forecast to grow 9.1%, the fastest among major markets, while Canada is projected to grow by 5.4%.

Asia Pacific remains the most dynamic region with 5.4% growth expected. Combined ad spending for Europe, the Middle East, and Africa is projected to grow by 4.2%.