A new forecast from PQ Media predicts that global advertising and marketing spending will rise by 9.8% in 2026, with the audio sector poised for significant gains. The report suggests that while political campaigns are beginning to shift budget away from traditional broadcast television, podcasting and digital audio are emerging as primary beneficiaries of this reallocation.
According to the study, the ad market is accelerating due to a combination of cyclical events—such as the upcoming midterm elections and major sporting events—and a structural shift toward digital media. For radio operators, the data underscores the importance of diversified audio products. As local TV faces potential headwinds from cord-cutting and shifting political strategies, audio platforms are increasingly seen as a more efficient way to reach engaged audiences.