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# WARC: Big Tech’s ad-to-sales ratio nearly halves as revenue surges
- URL: https://www.medianexis.com/warc-big-techs-ad-to-sales-ratio-nearly-halves-as-revenue-surges/
- Published: 2026-10-18T17:49:13.000Z
- Updated: 2026-10-18T17:49:13.000Z
- Description: Campaign US reports that WARC Media’s “Global Ad Trends” study found the world’s 25 biggest advertisers spending a shrinking share of revenue on ads.
- Author: The Signals Desk
- Tags: Agencies, WARC: top brands cut ad spend despite revenue growth

**Why it matters.** Agencies and vendors serving enterprise clients face slower budget growth, since smaller businesses and cross-border sellers are driving most of the increase in ad investment.

*Signal from* [*campaignlive.com*](https://campaignlive.com/?ref=medianexis.com) *·* [*read the original*](https://www.campaignlive.com/article/worlds-biggest-brands-spend-less-ads-report/1972758?ref=medianexis.com)*.*