To kick off the session, we will look at the latest spend data from WPP’s advertising investment forecast, This Year, Next Year. In addition, Kate Scott-Dawkins will predict what 2026 might look like while adding context around why those investment decisions are being made.

What are the key global trends for television, and how can the industry capture more spend moving forward? What is holding the industry back? Social video is on the rise; will that continue throughout 2026 and what’s driving this trend?