The IPA’s Q2 2026 Bellwether Report paints a picture of an industry choosing conviction over caution. Despite a tense geopolitical backdrop, marketing budgets posted a net balance of +6.9%, the second-highest reading in two years. Events once again led the charge, while video advertising climbed to a seven-quarter high, signalling a renewed appetite for brand-building over short-term activation.
Yet the resilience isn’t unconditional. The message is nuanced: marketers are still investing, but they’re doing so without confidence in what comes next. The gap between spend and sentiment is where the real story of this quarter lives.
Austin Scott, Chief Commercial Officer, Bedrock Platform:
“The latest IPA Bellwether report reveals a glaring disconnect: UK business confidence has tanked amidst inflation and political volatility, yet marketing budgets are rising. Are we witnessing a strategic course correction where brands are finally ditching short-termism or questioning the “easy button” of closed ecosystems and tech giants for higher impact marketing and long-term brand building?
“It is great to see video spend is up 8.2%, and that audio has halted its freefall. However, as budgets flood into premium channels like CTV, the aging programmatic infrastructure is cracking. The buying stack sits far too removed from the supply source, burdened by an opaque chain and “invisible taxes” that actively erode reach and efficiency.
“The winners in 2026 will be the ones who refuse to get bogged down in legacy limitations and instead prioritize better multi-dimensional campaigns with audience engagement and quality creative at the center. When combined with transparent, efficient paths for audience impact, that is where the industry’s true optimism lies.”
Learn more about how we’re working to remove those legacy limitations.
