The Iteractive Advertising Bureau (IAB) has revised its 2025 annual forecast of ad spend, “macroeconomic concerns” among ad buyers across multiple channels. The overall outlook has been revised downward by 1.6%.
“Advertisers, facing a shifting economy, are sharpening their focus. Amid rising tariff concerns and macroeconomic headwinds, ad buyers expect to spend less in the second half of the year than originally projected.” IAB.
Looking at the presentation deck which accompanies the IAB’s press release, we see how 10 media channels are revised from the January outlook:
Squinting a the fine print, we see that podcasting appears to evade the reduction trend, shifting from a 3.6% growth prediction in January, to 5.0% in September. Digital audio as a whole remains steady in its prediction.
The survey which produced these results canvassed executive level leaders mostly (44% C-level). Companies represented in the results are 52% agencies and 42% brands.
See the original IAB deck HERE.
