2025 Ad-Spend Projection Downgraded as Media Faces ‘Stagnating’ Sales

Traditional media companies like TV and radio channels are expected to see a 1% drop in annual sales to $103 billion, Magna estimates

Due to “dampened” consumer confidence and “stagnating” sales for TV and radio broadcasters, the U.S. ad market is expected to grow at a slower pace in 2025 than previously estimated. That is according to a revised annual forecast from Magna, the ad-focused media intelligence unit that is part of IPG.

The updated forecast projects the ad market will grow 4.3% in 2025 — down from the 4.9% Magna initially projected in December. Now, the revised estimate is for the U.S. ad market to bring in $397 billion this year, compared to $380 in 2024.

Magna’s downgrade is based on several factors, including the potential for trade wars stemming from President Donald Trump’s tariffs.

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