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Advertising in times of crisis

Statistics report on advertising in times of crisis

As of 2025, developments on the United States trade tariff policies could significantly change the course of the ad industry, with global impacts. The present report dives into how marketers and advertisers navigate economic and political instability. Facts and figures show marketers' current optimism level, planned changes in media budgets, and how consumers tend to behave in times of uncertainty.

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Table of contents

Economic overview

6
  • Basic Statistic Growth of the real gross domestic product (GDP) worldwide 1980-2031
  • Premium Statistic GDP growth of advanced economies and emerging markets 1980-2031
  • Premium Statistic Growth of the real gross domestic product (GDP) worldwide 1980-2031, by country
  • Basic Statistic Estimated impact of reciprocal U.S tariffs on production by country 2025
  • Basic Statistic Average inflation rate worldwide 1980-2031
  • Basic Statistic Estimated impact of reciprocal tariffs on inflation by country 2025

Advertising spending

6
  • Premium Statistic Ad expenditure growth rate in the leading ad markets worldwide 2025
  • Premium Statistic Year-over-year monthly change in advertising spending in the U.S. 2024-2025
  • Premium Statistic Ad spend growth in Europe 2025, by country
  • Premium Statistic Change in ad media owners' revenue worldwide 2019-2029
  • Premium Statistic Change in advertising media owners' revenue worldwide 2023-2029, by medium
  • Premium Statistic Change in U.S. ad spending during and after crises 1933-2022

Industry expectations and concerns

9
  • Basic Statistic Expected adjustments in ad spend among selected global brands by region 2025
  • Premium Statistic Impact of geopolitical tensions on marketing budgets in the U.S. 2025
  • Premium Statistic Marketers' optimism about the U.S. economy 2009-2026
  • Premium Statistic Marketers less or more optimistic about the U.S. economy 2025, by industry
  • Basic Statistic Level of concern about the impact of tariffs on ad spending in the U.S. 2025
  • Basic Statistic Expected decline in ad budget due to tariffs in the U.S. 2025
  • Basic Statistic Leading media expected to undergo cuts in ad spend due to tariffs in the U.S. 2025
  • Basic Statistic Industries most affected by ad spend cuts due to tariffs in the U.S. 2025
  • Basic Statistic Adjustments planned by advertisers to address financial constraints in the U.S. 2025

Consumer behavior and perception

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  • Premium Statistic Most worrying topics worldwide 2026
  • Premium Statistic Perceptions of whether countries have fallen into recession worldwide 2024
  • Premium Statistic Brand message types appealing the most to consumers in the U.S. 2024
  • Premium Statistic Brand purchase criteria worldwide 2024
  • Premium Statistic Brand purchase criteria in the U.S. 204
  • Basic Statistic Share of adults willing to boycott foreign brands in selected markets worldwide 2024
  • Premium Statistic Importance of brands' headquarters for consumers' preference worldwide 2024
  • Premium Statistic Brand loyalty in the face of a recession in the U.S. 2022
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