To help advertisers plan ahead, we’ve worked with the WFA to source a deep-dive into Media Inflation forecasts for 2025 to 2027, both UK based and global.
Some of the headlines include:
Global media inflation is stabilising at around +4%, signalling a new normal of moderate but persistent price growth. But beneath the headline rate lie sharper contrasts across regions and channels.
Regional trends
- Mature markets: US (+3–4%), UK (+3%), Western Europe (+4–5%) show steady inflation.
- Emerging markets: Eastern Europe (+11%) and India (+9%) lead with sharper increases.
Channel highlights
- BVOD tops inflation at +5%, driven by demand for trusted, measurable environments.
- CTV remains flat (~+1%) due to oversupply and fragmented inventory.
- Linear TV holds at +5%, reflecting scarcity of high-value audiences.
Other insights
- Digital channels (search, social video, retail media) now match global inflation rates (~+4–5%).
- Europe shows strong sub-regional contrasts; APAC splits between steady Japan and accelerating India/Hong Kong.
Bobi Carley, Director of Industry Relations, ISBA said, “The UK advertising market presents a complex inflation landscape that demands agility from advertisers. For ISBA members, understanding these granular price movements by platform, audience segment, and quarter will enable smarter investment decisions to ultimately reach target audiences more cost-effectively.”
See the full report below.