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Q2 2026 Bellwether Report

A key indicator of the health of the economy

The IPA Bellwether Report is a quarterly survey outlining companies’ marketing spend intentions and financial confidence.

The Bellwether Report is researched and published by S&P Global on behalf of the Institute of Practitioners in Advertising. The report features original data drawn from a panel of around 300 UK marketing professionals and provides a key indicator of the health of the economy. The survey panel has been carefully selected to represent all key business sectors, drawn primarily from the nation’s top 1000 companies.

Key findings from the Q2 2026 IPA Bellwether Report:

  • UK marketing budgets prove resilient in Q2, with UK companies revising marketing budgets up to second highest level in two years
  • Events continue to lead advertising budget growth
  • Investment in main media revised up, driven by Video sub-category recording seven-quarter high upward revision
  • Company-own financial prospects turn negative, however, as outlook for remainder of 2026 remains challenging