Advertising in times of crisis - statistics & facts
The 2025 developments on the United States' trade tariff policies could significantly change the course of the advertising industry, with impacts spanning worldwide. While global ad revenues are expected to keep growing, economic uncertainty and rising geopolitical tensions leave a cloud of doubt hanging over brands and advertisers. According to a 2025 survey, the optimism level among U.S. marketers declined to the lowest level since Fall 2022, when the consequences of Russia's invasion of Ukraine together with high inflation and recession fears added to a general negative sentiment. Overall, the ad industry is no stranger to turbulent times – and in the face of headwinds, one question remains: Is it a successful strategy to hold ad and marketing expenses amid an uncertain climate?
