We explore the UK’s quarterly snapshot of marketing spend and confidence – and what the latest results tell us about the months ahead.
Key findings
Marketing investment continues: Total UK marketing budgets expanded by +3.6% in Q3 – the second consecutive quarter of growth despite economic uncertainty. Businesses continue to view marketing as a vital lever for performance and stability.
Events and direct marketing lead: These categories saw the strongest growth this quarter, with events up +10.9% and direct marketing close behind at +9.7% – highlighting a continued focus on engagement and measurable impact.
Digital rising, traditional falling: Main media marketing spend held flat in Q3 overall (0.0% net balance), but there were bright spots in video (+6.7%) and online (+2.1%). In contrast, traditional formats – print (-6.2%), audio (-13.0%), and out-of-home (-15.2%) – saw sharp declines, reinforcing the ongoing shift toward digital-first strategies.
Cautious optimism: For the first time since Q2 2024, company-level financial prospects turned positive, with a net balance of +2.9% of businesses expressing confidence in their own outlook. However, wider industry confidence remains low (-24.0%), suggesting optimism is selective and strategy-driven rather than widespread.
2026 planning needs focus: With adspend growth expected to slow next year, brands should sharpen investment decisions – prioritising ROI, agility, and performance-led channels. Forward planning, flexible budgeting, and real-time data will be key to maintaining momentum in a cautious market.
Market outlook
Despite fiscal uncertainty, UK marketing budgets are holding steady. Many brands are showing confidence with control – maintaining investment in the channels that drive results, while sharpening focus on performance.
“We’re seeing businesses hold their nerve – protecting what works and investing in data-led growth,”
says Rob, Owner of Hunterlodge Advertising.
With 2026 planning underway, this quarter’s results reinforce the importance of strategic allocation, adaptability, and continual measurement to navigate a cautious but optimistic market.