The advertising business roared back in 2024, and is set to continue to grow in 2025 … but linear TV will be the exception that growth. That’s according to the annual end-of-year advertising forecast from the media buying giant GroupM.
The agency says that 2024 will end with 9.5 percent growth in total advertising revenue, an upward revision from the 7.8 percent it predicted in June. In addition, 2024 will mark the first year that total global advertising revenue will top $1 trillion, projected to climb by 7.7 percent to $1.1 trillion in 2025.
