Media Buying Briefing: Brands push toward retail and social while buyers ponder storm clouds

Media buying agencies are focusing their efforts on retail and social media channels as brands allocate more of their advertising budgets for the final months of 2026. Despite a generally positive outlook for the U.S. ad market, buyers and clients remain cautious about potential political shocks that could dampen consumer confidence before the holiday season.

Agencies such as Omnicom, Havas, and Publicis have reported positive growth in the third quarter, with Publicis Groupe CEO Arthur Sadoun expecting similar growth in the fourth quarter if the macro economy improves. The global ad spending forecast for the fourth quarter of 2026 is expected to reach $1.34 trillion, an 11.9% increase from 2025, with the largest portion of the growth coming from social media, video, and search.

U.K. ad spend is also increasing, with 25.6% of marketers reporting a budget increase in Q3, the third consecutive quarterly rise. Meta's ad revenues rose 26% in Q3, while brands are focusing on performance media and channels that can be measured for results. Digital and platforms continue to thrive, but TV ad spending is expected to decline by 5%-7% year-on-year, particularly in sectors like travel, utilities, telco, and leisure.

Retail media is gaining traction, with agency execs like Ashley Muench reporting a 20% increase in ad budgets for social platforms. However, the picture is more fragile, with Madison & Wall analyzing Omnicom's results finding that much of its growth may be due to cost-cutting measures rather than revenue increases. Advertisers are closely watching the midterm elections and their potential impact on consumer confidence, with Scott Shamberg noting that retail media budgets have slowed their growth but are still increasing by 20%-30%.