Media Budgets set to grow in 2026

Forty-six per cent of global marketers were positive about a rise in overall budgets, more than half as many who anticipate a decrease. 

The survey, which also involved 16 local advertisers associations including Australia, the UK and Japan, found a big difference in where that additional money might be spent, however.

Global marketers where more likely to prioritise performance activity, (up for 34%) compared to just a quarter (24%) who were anticipating an increase in brand. Among local marketers 29% anticipated and increase in performance budgets and 31% for brand.

Other winners both global and local for 2026 included retail media, connected TV and influencers, while print, radio and linear TV were all expected to drop.

“With the geopolitical and economic pressures of the last 12 months continuing into 2026, we can be encouraged by the cautious confidence shown in expectations of greater budgets and in the value of brand building. The results show an industry energised for change, not paralysed by it,” said Stephan Loerke, CEO of WFA.

The full results are available to WFA members as well as members of the national associations who took part and include a range of global and local benchmarks to help individual marketers make the right decisions for their brands.

The results are based on more than 500 responses to local surveys and 53 global responses.

To download the global report click here.