Credit: Anthony Aird via Unsplash
Global media inflation is expected to stabilise at 4% a year for both 2025 and 2026, according to the latest Outlook report from the World Federation of Advertisers (WFA).
The forecast suggests a new norm of moderate but persistent media price growth, reflecting broader economic trends and leaving advertisers facing ongoing pressure to stretch budgets further.
The WFA’s biannual poll of industry leaders points to diverging regional and channel trends, with the headline figure masking sharper price shifts elsewhere.
In mature Western markets, media inflation is steady, 3 to 4% in the US, 3% in the UK, and up to 5% in Western Europe, driven by cautious advertiser behaviour and efficiencies in digital buying.
Emerging markets continue to see higher price rises.
Media inflation in Eastern Europe is running at 11%, with India at 9%, fuelled by GDP growth, local demand and currency volatility.
Linear TV remains resilient, with inflation near 5% despite declining audiences. Broadcaster video-on-demand (BVOD) also commands premium pricing. Connected TV (CTV), by contrast, shows only 1% inflation, as fragmented programmatic supply keeps a lid on prices.
Digital channels, including search, retail media and social video, are no longer deflationary.
All are inflating in line with the global average of 4 to 5%, indicating that further shifts to digital may not deliver cost savings.
Sub-regional contrasts remain sharp.
Northern European markets are stable, while prices are surging in Eastern Europe.
In APAC, inflation is flat in Japan but rising in India and Hong Kong.
“Embedded media price inflation requires advertisers to constantly find new ways to make their ad budgets work harder,” global lead, media services at WFA, Tom Ashby, said.
“By understanding how prices are moving by market, by region and by channel, WFA members can make more informed media investment choices, reaching their target audience more efficiently and therefore drive better campaign effectiveness.”
The Outlook findings are based on contributions from leading media agencies, consultants and advertisers across more than 30 markets.
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