Ethan Cramer-Flood

Daily media consumption will hit a record 13 hours and 26 minutes (13:26) per day this year, fueled by genAI, resilient social media engagement, stronger-than-expected streaming growth, and a slower decline in traditional TV. Live sports will be a rare source of stability amid increasingly fragmented media habits. Key Question: How much time will US adults spend consuming media each day in 2026 across devices, activities, and platforms?

Political ad spending will approach presidential-cycle highs in 2026 as competitive Senate, House, and gubernatorial races flood TV and digital channels with campaign dollars. Broadcast TV will remain dominant, but connected TV (CTV) and social will capture most of the four-year growth. Key Question: How much will be spent on political advertising in the US in 2026, what is the growth outlook, and how will spending be allocated across channels and formats?

Global ad spending will accelerate to reach $1.170 trillion in 2026, fueled by resilient digital growth and an unusually healthy year from traditional channels. Display ads will dominate, Meta will achieve unprecedented heights, and international growth will shift to new emerging economies. Key Question: What is the outlook for ad spending and revenues worldwide and by country in 2026 and beyond?