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Traditional Media Ad Spending
Overall
by Media
Per Hour, per User
Scenario: Sustained Energy Shock
Source: EMARKETER Forecast, March 2026 - April 2026
Note: includes directories, magazines, newspapers, out-of-home, radio and TV
Additional Note: A sustained energy shock, with Brent crude remaining above $100 per barrel, introduces a period of persistent inflation and delayed monetary easing that materially slows advertising growth beginning in 2026. The increase in energy prices feeds through to broader price levels at least in line with prior oil shocks, and potentially more so given the prolonged nature of the disruption, keeping inflation elevated and constraining the pace of policy easing.
Methodology: Converted from local currency to US dollars. Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, estimates from other research firms, and consumer media consumption trends.