Below you can download our annual ISBA and Global WFA Inflation Media Cost Inflation/Deflation trends for 2024, 2025 and 2026 (All are forecasts). The results are based on the anonymised and aggregated datasets provided from 9 major media agency groups and consultancies
The report forecasts rising media inflation globally for 2025 and 2026, with nine out of the top 10 media markets expected to see higher inflation than in 2024. While the UK is the exception in this global trend, it is still experiencing significant inflationary pressures.
In the UK, media price inflation for 2024 was revised upwards from 2.8% to 3.9% between April and August, indicating rising costs. The report also highlights the sharp increase in TV ad prices in the UK due to a steep decline in TV viewership in Q2 2024, especially among key demographics. While prices were forecasted to rise by around 18%, they actually spiked by 28%, demonstrating unexpected volatility in the UK media market.
This volatility underscores the need for advertisers and planners to remain flexible. Overall, UK media prices are forecast to rise by mid-to-high single digits across most channels, helping planners anticipate budget shares across different media.
