Though the Christmas party season is just around the corner, CMOs and agency partners are hard at work plotting out budgets and media plans for 2026.
Ammunition for next year’s best laid plans can be found in a tranche of recent forecasts from WPP, Dentsu, consultancy Madison & Wall and WARC.
One key finding in WPP’s end of year forecast was the prediction that retail, financial services and travel media spending would overtake all television by the end of this year. “Using commerce data to target and measure shoppable TV is something that just wasn’t possible a few years ago, and is only getting more accessible as players like Amazon expand the footprint of entertainment partners they work with,” said Ryan Walker, head of retail at PMG.
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