IPA Bellwether: ‘Performance is extending beyond paid media’

UK adspend is experiencing its strongest growth in nearly two years, according to the latest IPA Bellwether report. However, ongoing geopolitical crises could mean this rebound is short-lived.

With budgets for main media increasing, IPA Director General Paul Bainsfair described the results as evidence that “cutting back on advertising risks long-term damage”.

UK marketing budgets were revised upwards in Q1 2026, with a net balance of 7.3%, driven by growth in events and PR as well as increased main media spend. This marks a noticeable improvement on Q4 2025, when budgets stagnated at 0%.

PMW also spoke to industry leaders to identify the most effective marketing channels for 2026.

‘I would urge advertisers to look at formats such as native advertising’

Piero Pavone, Founder and CEO, Preciso:

“It’s great to see main media spend hitting the headlines with the first rise in spending in four quarters, driven largely by online and video. Encouraging too to see a net balance of 7.3% of respondents saying they increased marketing spend in Q1. 

“But increased spend means increased competition, so to stand out from the crowd, I would urge advertisers to look at formats such as native advertising that offer a welcome anecdote to the problem of banner blindness.”

‘Remember that new customers and new business doesn’t come looking for you’

Suzanna Chaplin, CEO & Founder, esbconnect:

“It’s no surprise to see video and online driving the first increase in main media spend in four quarters. Video accounts for an increasing amount of content, and some of the most engaging content, largely created by influencers, and online is where people consume it. 

“My hope for the next quarter is that advertisers hold steady and remember that new customers and new business don't come looking for you. You have to keep yourself front-of-mind with consumers and employ a combination of channels to cover all parts of the funnel and the consumer journey.”

‘Online and video are leading the charge’

David Murphy, Senior Press & Commentary Writer, The Digital Voice™:

“There’s some very positive news in the latest IPA Bellwether report, not least the net balance of 7.3% of companies revising their media spend upwards, and the first rise in main media spend for four quarters, with online and video leading the charge. 

“As IPA director general Paul Bainsfair notes in the report, it's good to see UK companies investing in advertising despite the difficult prevailing economic conditions and geopolitical turmoil. There are some tough challenges ahead for UK businesses, but those who continue to invest in finding and nurturing new customers will be better placed to face them.”

Read more in: Performance Marketing World