The World Federation of Advertisers has released its latest WFA Outlook report for its members, predicting two years of rising media inflation following increased inflation forecasts for this year (up to 3.3% from 3.1% in April).
“This pattern of increasing media price inflation looks to be the story for the next few years,” WFA says. “Looking ahead to 2025, the report forecasts that 9 of the top 10 global media markets will see greater media price inflation in 2025 than 2024, led by the U.S. rising from 2.1% in 2024 to 2.3% in 2025.”
The report, compiled from “aggregated, anonymized, media price forecasts” across 41 markets, forecasts India to see particularly high inflation, reaching 9.6% in 2026. In the United States, inflation is forecast to hit 3.9% in 2026.
“Whilst the global aggregated figures quoted will not apply equally to every advertiser or media owner, the data sheet offers valuable insights for planners to leverage as they move deeper into the 2025 planning process,” says Tom Ashby, WFA’s Global Lead, Media Services.
One forecast of particular note for 2024 is global digital retail media price, which has actually dropped from 4.8% to 4.5%.
“The rise of retail media has been the story of the recent past, attracting ever-increasing shares of budget and attention,” the report says. “Whilst not without its challenges, any signs of calming and perhaps improved maturity in this media channel will be welcomed by advertisers.”
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