Ad budgets look healthy heading into the holidays. Confidence is another story.
Digiday reports that brands are moving money into social, video, and retail media, the channels where they can tie spending to results. WARC projects global ad spend will reach $1.34 trillion this year, up 11.9% from 2025. Meta’s third-quarter ad revenue rose 26%, while one agency expects TV to fall 5% to 7% in some categories.
But buyers are also keeping a close eye on outside risks. Wendy Mason, senior director of strategy at Spelling Communications client Moroch, told Digiday, “Many clients are holding their breath until we know the outcome of the mid-terms.”
She pointed to consumer confidence, which is near record lows. If the election gives people hope for financial relief, she said, some may feel ready to spend this holiday season.
It’s a useful reminder for marketers. Q4 plans can look strong on paper, but the consumer still has the final say.
