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In this midyear follow-up to the December 2022 edition of the dentsu Global Ad Spend Forecasts, we share the most significant trends that have materialised from the data collected by our investment analysts across 58 markets — and the key implications for media decision makers.

We still expect global advertising spend to grow despite the economic uncertainty. However, media price inflation is the true driver of this increase and hides the more lacklustre reality: 2023 will be a flat year for ad spend.