The World Federation of Advertisers and Ebiquity's 2024 media budget survey highlights a growth in global media budgets with 60% of brands planning increases, marking a notable rise from last year's 29%. A shift towards brand advertising is observed, with 35% of brands increasing their spend in this area over performance advertising.

Linear TV sees a continued decline with 56% reducing spend, while Connected/Advanced TV and Digital Video investments are on the rise, with 85% and 83% of brands respectively planning to boost their spending. Economic conditions heavily influence these decisions, acknowledged by 74% of respondents.

Nick Waters comments on the contradiction between increased media budgets and economic uncertainty, hinting at a mid-2024 recovery. Stephan Loerke calls for attention to digital market growth issues such as quality and sustainability, referencing the WFA's Media Charter as a guide for industry improvement.