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The 2026 Media Budgets Report

The 2026 Media Budgets Reports provide the clearest picture yet of advertiser priorities across 17 markets, based on insights from over 500 respondents representing enterprise brands around the world. Developed in partnership with the WFA and in-country advertiser trade bodies, we have created 15 market reports to benchmark global and local trends, track year-on-year shifts, and understand the key priorities for marketers.

The market reports are complemented by an interactive dashboard, allowing you to explore the data that matters most to you.

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Participating markets:

Global, Australia, Canada, France, Germany, India, Italy, Japan, New Zealand, Pakistan, Portugal, South Africa, Turkey, Switzerland, UK

 

Key things you’ll learn

  • How media budgets are evolving globally and regionally, and which channels are set to grow, and which are set to decline
  • How marketers are expecting to balance brand and performance activity
  • How marketers are integrating media and creativity, and the most common use cases for AI in media

Highlights

48% of all respondents expect to increase media budgets in 2026
66% of marketers seek greater integration between creative and media
Digital Video (67%) and Connected TV (65%) to be the biggest recipients of budgets increases.

Access the portal

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