WARC Study: Gulf Crisis Could Jeopardize $94 Billion in Global Ad Spend Growth Over Two Years
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Gulf Crisis Threatens Up to $94bn Global Ad Spend Growth Over Two Years
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Storyboard•26-03-2026, 18:35
Gulf Crisis Threatens Up to $94bn Global Ad Spend Growth Over Two Years
•A new WARC study reveals a prolonged Gulf crisis could jeopardize $49.9bn in global ad growth this year, and $93.9bn over two years.
•Even a milder crisis risks $19.0bn this year, with impacts extending into 2027, acting as a 'tax on consumers' due to oil shocks.
•Scenario C, a severe systemic shock with oil at $150/barrel, could cut 7.3pp and $93.9bn from ad market growth, leading to flat or falling ad spend in vulnerable categories.
•WARC's baseline scenario predicts 10.4% ad market growth this year, totaling $1.32trn, an upgrade from previous forecasts.
•Social media platforms like Instagram, Facebook, and TikTok are expected to see healthy ad spend gains, though growth rates may moderate in later years; X also anticipates growth.
