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According to the survey conducted among 134 global brand leaders as of November 2024, 49 percent of respondents planned to increase their 2025 media budget in comparison to the previous year. Nearly 20 percent expected to decrease advertising and marketing spending. Respondents located in North America (24 percent) were more likely to shrink their media budget, while 50 percent of those in Europe, the Middle East, and Africa planned to raise spending.