WPP PLC (WPP.L) AI forecast to provide a tailwind to global ad revenue growth

Research evidence excerpt

WPP PLC (WPP.L) AI forecast to provide a tailwind to global ad revenue growth

Flash |

17 Jun 2026 00:00:00 ET │ 11 pages

WPP PLC (WPP.L)

AI forecast to provide a tailwind to global ad revenue growth

CITI’S TAKE

WPP Media published the midyear update of its “This Year, Next Year”

Neutral / High Risk series. The report points to a more positive advertising environment, with

Price (16 Jun 26 16:30) £2.83 global advertising revenue (excluding US political) now forecast to grow by

8.9% in 2026, up from 7.1% at the start of the year. The improved forecast Target price £2.85

is due to a number of factors but most notably the increased AI Expected share price return 0.7%

investment creating a more favorable environment for ad spend growth. Expected dividend yield 5.3%

The report highlights how the ad spend backdrop remains resilient despite Expected total return 6.0%

the macro uncertainty created by the Middle East conflict. This is an Market Cap £3,053M

incremental positive for both WPP and Publicis (Buy). This report comes

US$4,100M ahead of our annual trip to Cannes Lions, on which we recently published

our preview (link here) where we highlighted that one of the key focus

areas is how the Agencies and their clients are leveraging AI.

Ciaran DonnellyAC

• AI providing a tailwind for ad forecasts — Kate Scott-Dawkins, Global +44-207-508-3219

President, Business Intelligence at WPP Media, hosted a seminar following the ciaran.donnelly@citi.com

release of its midyear update of the This Year, Next Year report yesterday. The Doyinsola Ojo

headline from the report is that the forecast for global advertising revenue

+44-20-7986-4112 growth (excluding US political) has been increased to +8.9% for 2026 relative to

doyinsola.ojo@citi.com the +7.1% forecast at the start of the year.