Ad Spend Forecasts Muted as Economic Cloud Looms Large Over Brands

Cost of living crisis and risk of recession are snapping at marketers' heels

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Despite solid growth in the first half of 2022, global ad spend forecasts for the remainder of 2022 and 2023 are being downgraded as marketers take a “glass half full” approach to budget planning.

Numbers released today from the U.K’s Institute of Practitioners in Advertising (IPA) reflect concerns around a cost of living crisis and a looming global recession. Last week, Dentsu also downgraded its ad spend forecast, saying the expectation of rising inflation would affect consumer demand.

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