"UK marketers have burst into 2026 with a surge of renewed momentum, as the latest IPA Bellwether Report points to a sharp return to growth after last year's subdued finish. This signals that businesses are no longer sitting on the sidelines, but actively reinvesting in marketing to drive growth."
"Total marketing budgets recorded a net balance of +7.3% in Q1, marking the strongest upward revision in nearly two years and a notable rebound from Q4 2025's stagnation. More than a quarter of firms increased spend, outpacing those implementing cuts."
"Investment is also being channelled into areas that offer immediacy, engagement, and clearer returns. Events emerged as the standout performer, surging to a net balance of +14.7%, while PR extended its long-running growth streak at +6.0%."
"Encouragingly, main media advertising also returned to growth (+4.5%) after three quarters of inertia, driven by a rebound in video and sustained strength in online channels."
The IPA Bellwether Report indicates a significant rebound in UK marketing budgets, with a net balance of +7.3% in Q1, the strongest growth in nearly two years. More than a quarter of firms increased their marketing spend, reflecting regained confidence in marketing as a growth driver. Investment is shifting towards immediate and engaging strategies, with events and PR showing notable growth. Main media advertising also returned to growth, although some media sectors continue to face contraction, highlighting ongoing adjustments in marketing strategies.
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