ISBA has released the results of its 2026 Media Budgets Survey in partnership with Ebiquity and the World Federation of Advertisers (WFA), revealing significant shifts in advertiser priorities and media investment strategies for 2026.
Representing an estimated £2.9 billion in UK ad spend, the UK results form part of Ebiquity's global analysis across 16 countries with the WFA - 518 advertisers representing over $13 billion in ad spend - offering both a comprehensive snapshot of the UK media landscape and valuable international benchmarking.
The results indicate that 65% of respondents anticipate an increase in their total marketing budgets for 2026, with 19% expecting a significant rise. A notable trend is the shift towards brand-building, with 37% of UK advertisers planning to increase their share of branding spend, compared to only 14% who intend to focus more on performance marketing.
View the news story here and see the full results below.
We'll be running an online event on Wednesday 1 December at 3pm with Ebiquity to deep-dive into the results. The event is free to attend, sign up here.