UK advertisers signal strategic shifts in 2026 media budgets

ISBA’s 2026 Media Budgets Survey, produced with Ebiquity and the World Federation of Advertisers, points to a decisive shift in how UK advertisers plan to allocate spend next year.

The findings show confidence returning to the market, with most respondents preparing to increase their budgets and prioritise long-term brand growth.

The UK analysis represents an estimated £2.9 billion in advertising spend and forms part of a wider global study covering 16 countries and 518 advertisers. Sixty-five percent of UK respondents expect higher overall budgets in 2026, and brand-building is set to play a larger role: 37 percent plan to increase their branding spend, compared with 14 percent who intend to put more emphasis on performance activity.

Advertisers shift towards targeted TV formats

Bobi Carley, Director of Industry Relations, ISBA: “The 2026 Media Budgets Survey results are incredibly insightful. We’re seeing a clear shift in advertiser priorities, with the majority planning to increase their budgets and a strong move towards brand-building and more targeted, data-driven TV formats. We are very grateful to our members for taking the time to share their plans with us. These insights highlight how the market is preparing for the year ahead.”

Television investment is set for significant restructuring. Sixty percent of advertisers plan to reduce spend on linear TV, while 83 percent expect to increase their investment in addressable and connected formats. Within that group, 32 percent predict growth of more than ten percent, signalling a firm shift towards precision-led TV planning.

Agencies face demand for greater integration

Structural changes are also on the horizon for agency models. Sixty-eight percent of brands intend to bring their media and creative agencies closer together, reflecting momentum behind integrated services. On remuneration, most advertisers do not foresee major changes, with only 14 percent expecting a move towards outcome-based pricing.

Artificial intelligence is set to play a more central role in operations. More than half of respondents expect AI to contribute meaningfully to media optimisation in 2026, highlighting the sector’s continued move towards automation and data-informed planning.

UK marketers show higher confidence than global peers

Michelle Morgado, Managing Director for UK and Ireland, Ebiquity: “Our global survey across 16 countries and 13 billion dollars in ad spend reveals UK marketers are notably more confident than many of their international peers. They're planning higher budgets for 2026 with a strong shift back to brand-building – a clear signal of strategic optimism in the UK market that we are not seeing everywhere.”

www.isba.org.uk

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