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Marketing Budget Statistics 2026

The average marketing budget is 7.8% of company revenue in 2026, up from 7.7% in 2025, according to the Gartner CMO Spend Survey, while The CMO Survey puts US budgets at 9.0% of revenue and 9.6% of total company budgets, the lowest share since 2021. US marketing spending grew only 1.7% over the prior 12 months, but digital spending grew 8.2%, and CMOs now put 15.3% of marketing budgets into AI and 30.6% into paid media, Gartner reports.

Download CSVCite this pageUpdated November 6, 2026 · 13 sources

This page collects the main benchmarks for how much companies spend on marketing: budgets as a share of revenue and of total company spending, year-on-year changes, the split between paid media, martech, labor and agencies, and how fast the advertising market that absorbs those budgets is growing. It draws on the Gartner CMO Spend Survey for large companies in North America and Europe, The CMO Survey of US marketing leaders run by Duke University's Fuqua School of Business with Deloitte and the American Marketing Association, the UK IPA Bellwether Report, IAB and WARC forecasts, the US Bureau of Labor Statistics, a small business survey commissioned by Intuit, and the annual filings of large advertisers. Most figures describe 2025 and 2026; amounts are in US dollars unless a pound or euro figure is stated.

The two best-known surveys disagree on the level but agree on the direction. Gartner, which surveys mostly companies with more than $1 billion in revenue, finds marketing budgets at 7.8% of revenue in 2026 after two years at 7.7%. The CMO Survey, which samples US companies of all sizes, puts the figure at 9.0% of revenue and 9.6% of the overall company budget, the lowest share of company budgets since 2021. Both describe budgets that are holding steady as a share of revenue rather than growing.

Inside those flat budgets, money is moving. Gartner reports that paid media takes 30.6% of the average marketing budget, and that CMOs now allocate 15.3% to AI initiatives. The CMO Survey shows digital marketing spending growing 8.2% while total marketing spending grew 1.7% and traditional advertising is expected to fall another 1.5%. Social media takes 14.3% of budgets, and marketers expect that share to keep rising.

People costs are where the squeeze shows most. Marketing headcount growth slowed to 2.5% in The CMO Survey, training fell to 3.8% of marketing spending, and 39% of CMOs in the Gartner 2025 survey wanted to cut labor spending. When profits miss expectations, The CMO Survey finds marketing is cut 45.4% of the time, more often than other expense categories.

The advertising market that receives much of this money is growing faster than the budgets themselves. IAB raised its 2026 US ad spend growth forecast to 12.3%, WARC expects global ad spend to grow 11.9% to $1.34 trillion, and UK companies in the IPA Bellwether panel revised budgets up at the fastest rate in more than two years. The gap between flat budget shares and fast ad market growth is mostly explained by revenue growth, event-driven spending such as the 2026 FIFA World Cup, and spend shifting from labor and agencies into paid media.

01

Marketing budgets as a share of revenue

Benchmarks for marketing spend as a share of revenue sit between about 7% and 10% for the average company, with consumer brands far higher. Gartner's sample is dominated by companies with more than $1 billion in revenue, while The CMO Survey covers US firms of every size, which partly explains its higher figure. The company filings show what the largest consumer advertisers report: Unilever discloses brand and marketing investment as a share of turnover, while US filers such as Procter & Gamble, Coca-Cola and Target report advertising cost in dollars, which is only part of total marketing spend. Treat any single benchmark as a range, not a target.

  • 7.8%

    Marketing budgets average 7.8% of company revenue in 2026, up from 7.7% in 2025, among CMOs in North America, the UK and Europe surveyed by Gartner.

    Gartner · Gartner 2026 CMO Spend Survey Finds CMOs Allocate 15.3% of Marketing Budgets to AI, But Only 30% Are Ready to Scale AI Capabilities (May 2026)

    Exact quote

    Marketing budgets remain effectively flat, rising only slightly to 7.8% of company revenue in 2026 from 7.7% in 2025.

  • 7.7%

    In 2024 marketing budgets also stood at 7.7% of company revenue in Gartner's survey, so the 2025 figure was unchanged.

    Gartner · Gartner 2025 CMO Spend Survey Reveals Marketing Budgets Have Flatlined at 7.7% of Overall Company Revenue (May 2025)

    Exact quote

    This is consistent with last year when marketing budgets represented 7.7% of overall company revenue (see Figure 1).

  • 8.9%

    Marketing organizations with more mature AI capabilities report budgets of 8.9% of company revenue in 2026, above the 7.8% average, according to Gartner.

    Gartner · Gartner 2026 CMO Spend Survey Finds CMOs Allocate 15.3% of Marketing Budgets to AI, But Only 30% Are Ready to Scale AI Capabilities (May 2026)

    Exact quote

    They also report average marketing budgets of 8.9% of company revenue, above the 2026 average of 7.8%.

  • 9.0%

    US companies spend 9.0% of revenue on marketing in 2026, the lowest share in several years, according to The CMO Survey of US marketing leaders.

    The CMO Survey · The CMO Survey: Highlights and Insights Report 2026 (Apr 2026)

    Exact quote

    Marketing budgets have fallen to their lowest share of company revenues and budgets in several years — 9.0% of revenues and 9.6% of overall budgets — and overall marketing spending grew just 1.7% over the prior 12 months, the smallest rate increase since 2021.

  • 9.6%

    Marketing takes 9.6% of the overall company budget at US firms in 2026, its lowest level since 2021, The CMO Survey found.

    The CMO Survey · The CMO Survey: Highlights and Insights Report 2026 (Apr 2026)

    Exact quote

    Marketing budgets as a percentage of overall company budgets have declined to 9.6%, their lowest level since 2021, and stand at 9.0% of company revenues.

  • 16.1%

    Unilever spent 16.1% of turnover on brand and marketing investment in the first half of 2026, down 0.1 percentage points.

    Unilever · Desire at Scale powering strong H1 performance (Jul 2026)

    Exact quote

    Brand and marketing investment (BMI) was broadly stable at 16.1% of turnover, down 10bps, as we continued to invest competitively behind our brands following the significant step up in BMI over recent years.

  • $10.2 billion

    Procter & Gamble's advertising costs rose to $10.2 billion in the fiscal year to June 2026, from $9.2 billion a year earlier.

    Procter & Gamble · Form 10-K for the fiscal year ended June 30, 2026 (Aug 2026)

    Exact quote

    Advertising costs, charged to expense as incurred, include television, print, radio, digital and in-store advertising expenses and were $ 10.2 billion in 2026, $ 9.2 billion in 2025 and $ 9.6 billion in 2024.

  • $5.4 billion

    Coca-Cola's advertising expenses were $5.4 billion in 2025, up from $5.1 billion in 2024.

    The Coca-Cola Company · Form 10-K for the fiscal year ended December 31, 2025 (Feb 2026)

    Exact quote

    Advertising expenses for 2025 and 2024 were $5.4 billion and $5.1 billion, respectively.

  • $1.5 billion

    Target's advertising costs, net of vendor reimbursements, held at $1.5 billion in fiscal 2025, the same as in fiscal 2024.

    Target · Form 10-K for the fiscal year ended January 31, 2026 (Mar 2026)

    Exact quote

    Advertising costs, net of vendor reimbursements, are recorded in SG&A Expenses and were $ 1.5 billion in both 2025 and 2024 and $ 1.4 billion in 2023.

02

Year-on-year changes in marketing spending

US marketing spending is still growing, but slowly: The CMO Survey's 1.7% rise is the weakest since 2021, and the growth is concentrated in digital channels while traditional advertising shrinks. The UK picture in 2026 is stronger. The IPA Bellwether measures the net share of companies revising budgets up rather than the size of the change, so a net balance of +14.3% means many more firms raised budgets than cut them, not that budgets rose 14.3%. Small business intentions from the Intuit survey describe plans, not actual spending.

UK marketing budget revisions by category, Q3 2026 (net balance)

Share of UK companies raising budgets minus share cutting them, Q3 2026 versus Q2 2026, IPA Bellwether panel.

  • Public relations15.3%
  • Events15.1%
  • Sales promotion13.1%
  • Main media9.8%
  • Direct marketing5.2%
  • Market research5.2%
  • Other1%

Source: IPA, Q3 2026 IPA Bellwether Report

  • 1.7%

    Overall US marketing spending grew 1.7% over the 12 months before the January 2026 CMO Survey, the slowest growth since 2021.

    The CMO Survey · The CMO Survey: Highlights and Insights Report 2026 (Apr 2026)

    Exact quote

    Overall marketing spending grew only 1.7% over the prior 12 months, the weakest growth rate since 2021, while digital marketing spending grew 8.2%.

  • 8.2%

    Digital marketing spending at US companies grew 8.2% over the same 12 months, almost five times the rate of total marketing spending.

    The CMO Survey · The CMO Survey: Highlights and Insights Report 2026 (Apr 2026)

    Exact quote

    Overall marketing spending grew only 1.7% over the prior 12 months, the weakest growth rate since 2021, while digital marketing spending grew 8.2%.

  • -1.5%

    US marketing leaders expect traditional advertising budgets to fall a further 1.5% in the 12 months after the 2026 survey.

    The CMO Survey · The CMO Survey: Highlights and Insights Report 2026 (Apr 2026)

    Exact quote

    Traditional advertising is projected to decline a further 1.5% in the coming year, continuing a multi-year trend.

  • +14.3%

    In Q3 2026, 25.6% of UK companies in the IPA Bellwether panel raised marketing budgets and 11.3% cut them, a net balance of +14.3%, the highest since Q2 2024.

    IPA · Q3 2026 IPA Bellwether Report (Oct 2026)

    Exact quote

    The data reveals that just over a quarter of panellists (25.6%) raised their budgets in Q3, compared with 11.3% that reported a reduction, resulting in a net balance of +14.3%.

  • +3.0%

    At the start of the 2026/27 financial year, a net balance of only +3.0% of UK companies expected marketing budgets to grow, a weak outlook by historical standards.

    IPA · Q3 2026 IPA Bellwether Report (Oct 2026)

    Exact quote

    The net balance of +3.0% anticipating growth this year was downbeat by historical standards, with the latest quarterly revision net balance surpassing that almost five-fold.

  • +15.3%

    Public relations budgets saw the strongest upward revisions among UK firms in Q3 2026, with a series-high net balance of +15.3%.

    IPA · Q3 2026 IPA Bellwether Report (Oct 2026)

    Exact quote

    Public relations led the rankings, with its net balance rising from +1.4% in Q2 to a series high of +15.3%.

  • +15.1%

    UK events budgets recorded a net balance of +15.1% in Q3 2026, a nine-quarter high.

    IPA · Q3 2026 IPA Bellwether Report (Oct 2026)

    Exact quote

    Events slipped from first to second place in Q3, although its net balance rose from +11.0% in Q2 to a nine-quarter high of +15.1%.

  • +5.2%

    UK market research budgets were revised up in Q3 2026 with a net balance of +5.2%, the first positive reading in seven quarters.

    IPA · Q3 2026 IPA Bellwether Report (Oct 2026)

    Exact quote

    The net balance posted +5.2% — its first positive reading in seven quarters and the highest since Q4 2021.

  • 51%

    51% of US small business marketing leaders planned to increase advertising spending into the first quarter of 2026, 41% to hold it and 8% to cut it.

    Intuit QuickBooks · Small Business Advertising Trends Report (2025)

    Exact quote

    Overall, 92% of respondents said they’ll maintain (41%) or increase (51%) their advertising spending into the first quarter of 2026—with only 8% predicting cuts.

03

Channel splits: where marketing budgets go

Paid media is the largest single line in the average marketing budget, at just under a third in Gartner's survey, with martech, labor and agencies sharing most of the rest. Within paid media, search and social dominate: in the UK they took about two thirds of all ad spend in Q2 2026. The CMO Survey's social media share is a share of the whole marketing budget, not of media spend, and its forecasts have historically run ahead of what companies later spend, by an average of 2.1 percentage points over 12 months.

Share of UK advertising spend by channel, Q2 2026

Top three channels by share of total UK advertising investment, Q2 2026.

  • Search36.9%
  • Social media28.3%
  • TV10.3%

Source: Advertising Association and WARC, AA/WARC Expenditure Sample Report Q2 2026

  • 30.6%

    Paid media accounted for 30.6% of the average marketing budget in 2025, the largest category in Gartner's CMO Spend Survey.

    Gartner · Gartner 2025 CMO Spend Survey Reveals Marketing Budgets Have Flatlined at 7.7% of Overall Company Revenue (May 2025)

    Exact quote

    Paid media continues to dominate marketing spend, accounting for 30.6% of marketing budgets or 2.4% of company revenue.

  • 2.4%

    Measured against revenue, paid media spending equaled 2.4% of company revenue in 2025, according to Gartner.

    Gartner · Gartner 2025 CMO Spend Survey Reveals Marketing Budgets Have Flatlined at 7.7% of Overall Company Revenue (May 2025)

    Exact quote

    Paid media continues to dominate marketing spend, accounting for 30.6% of marketing budgets or 2.4% of company revenue.

  • 14.3%

    US companies spend 14.3% of their marketing budgets on social media in 2026 and expect that share to reach 23.1% within five years.

    The CMO Survey · The CMO Survey: Highlights and Insights Report 2026 (Apr 2026)

    Exact quote

    Social media spending has rebounded to 14.3% of budgets after falling in 2025, with marketers predicting it will reach 17.1% in one year and 23.1% in five years.

  • 36.9%

    Search took 36.9% of UK advertising spend in Q2 2026, or £4.5 billion, the largest share of any channel.

    Advertising Association and WARC · AA/WARC Expenditure Sample Report Q2 2026 (Oct 2026)

    Exact quote

    Search continues to command the largest share of UK ad spend, accounting for 36.9% (£4.5bn) in Q2, followed by social media (28.3%,£3.5bn) and TV (10.3%, £1.3bn).

  • 28.3%

    Social media took 28.3% of UK advertising spend in Q2 2026, or £3.5 billion, almost three times the share of TV.

    Advertising Association and WARC · AA/WARC Expenditure Sample Report Q2 2026 (Oct 2026)

    Exact quote

    Search continues to command the largest share of UK ad spend, accounting for 36.9% (£4.5bn) in Q2, followed by social media (28.3%,£3.5bn) and TV (10.3%, £1.3bn).

  • +9.8%

    UK main media advertising budgets were revised up with a net balance of +9.8% in Q3 2026, a nine-year high.

    IPA · Q3 2026 IPA Bellwether Report (Oct 2026)

    Exact quote

    Main media advertising budgets rose strongly, with the net balance climbing from +1.5% in Q2 to a nine-year high of +9.8%.

  • 75%

    75% of US small businesses surveyed for Intuit said social media was an effective advertising channel, 18 points ahead of the next channel.

    Intuit QuickBooks · Small Business Advertising Trends Report (2025)

    Exact quote

    More than 7 out of 10 respondents (75%) said social media was an effective advertising channel for them—the clear winner by an 18-point margin.

04

Martech, AI and agency spend

AI has become a budget line of its own: Gartner finds 15.3% of marketing budgets going to AI initiatives in 2026, rising above a fifth at the most AI-ready organizations. Readiness lags the money, and The CMO Survey shows budget is the most cited barrier to getting value from marketing technology. Agency spend is under pressure as companies bring work in-house with AI, yet about a third of digital marketing activity is still handed to external agencies and partners. Gartner's AI share and The CMO Survey's outsourcing share measure different things and should not be added together.

05

Marketing teams, labor and training costs

Labor is the part of the marketing budget that companies are most willing to trim. Headcount growth in US marketing departments halved in a year, training budgets are near a multi-year low, and almost four in ten large-company CMOs wanted to cut labor spending in 2025. Federal wage data shows why people costs matter: a marketing manager's median pay is more than three times the median for all US workers. When profits disappoint, marketing remains one of the first expense lines cut.

  • 3.8%

    Training and development take only 3.8% of US marketing spending in 2026, down from a pre-pandemic high of 5.8%.

    The CMO Survey · The CMO Survey: Highlights and Insights Report 2026 (Apr 2026)

    Exact quote

    Yet training budgets have fallen steadily for years, now standing at just 3.8% of marketing spending, down from a pre-pandemic high of 5.8%, and marketing headcount growth has slowed sharply, declining more than 50% from last year's rate.

  • 2.5%

    US marketing headcount grew 2.5% over the year to early 2026, down from 5.4% growth in the 2025 survey.

    The CMO Survey · The CMO Survey: Highlights and Insights Report 2026 (Apr 2026)

    Exact quote

    Marketing headcount growth has slowed to 2.5% over the past year, down sharply from 5.4% in 2025, with companies projecting a similar modest pace of 2.6% growth in the year ahead.

  • 39%

    39% of CMOs planned to reduce spending on marketing labor in 2025, mainly by simplifying overlapping roles and cutting headcount, Gartner found.

    Gartner · Gartner 2025 CMO Spend Survey Reveals Marketing Budgets Have Flatlined at 7.7% of Overall Company Revenue (May 2025)

    Exact quote

    Similarly, 39% of CMOs seek to reduce spending on labor, with top cost-saving actions including simplifying overlapping roles and reducing total headcount.

  • 53.1%

    When profits fall short, 53.1% of US company executives focus on cutting expenses rather than investing in growth, up from 46% a year earlier.

    The CMO Survey · The CMO Survey: Highlights and Insights Report 2026 (Apr 2026)

    Exact quote

    When profits fall short of expectations, 53.1% of company executives focus on cutting expenses rather than investing in revenue growth — up from 46% one year ago.

  • 45.4%

    In those cost-cutting cases, marketing expenses are cut 45.4% of the time, more often than any other expense category.

    The CMO Survey · The CMO Survey: Highlights and Insights Report 2026 (Apr 2026)

    Exact quote

    When this occurs, marketing expenses are cut 45.4% of time — more frequently than other expense categories.

  • $166,790

    The median annual wage for US marketing managers was $166,790 in May 2025.

    U.S. Bureau of Labor Statistics · Advertising, Promotions, and Marketing Managers: Occupational Outlook Handbook (2026)

    Exact quote

    The median annual wage for marketing managers was $166,790 in May 2025.

  • 421,600

    Marketing managers held about 421,600 jobs in the US in 2025.

    U.S. Bureau of Labor Statistics · Advertising, Promotions, and Marketing Managers: Occupational Outlook Handbook (2026)

    Exact quote

    Marketing managers held about 421,600 jobs in 2025.

  • 6%

    Employment of advertising, promotions and marketing managers is projected to grow 6% from 2025 to 2035, faster than the average for all occupations.

    U.S. Bureau of Labor Statistics · Advertising, Promotions, and Marketing Managers: Occupational Outlook Handbook (2026)

    Exact quote

    Overall employment of advertising, promotions, and marketing managers is projected to grow 6 percent from 2025 to 2035, faster than the average for all occupations.

06

Advertising market growth and small business spend

The advertising market is the destination for the paid media share of marketing budgets, and in 2026 it is growing much faster than budgets as a share of revenue. Forecasts from IAB, WARC and S&P Global Market Intelligence for the IPA differ in scope (US, global and UK) and in what they count, so compare their direction rather than their levels. 2026 growth is lifted by one-off events such as the Winter Olympics, the FIFA World Cup and the US midterm elections, which is why forecasters expect slower growth in 2027. The Intuit small business figures are survey-based estimates and the $640 billion total is an extrapolation by the survey sponsor.

Projected US ad spend growth by channel, 2026

IAB September 2026 projections of year-on-year US ad spend growth. Linear TV, projected at -1.5%, is left out.

  • Social media16.5%
  • CTV15.6%
  • Commerce media13.6%
  • Digital video excl. CTV9.4%
  • Podcasts8.7%
  • Paid search8.1%
  • DOOH7%

Source: IAB, IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations

  • 12.3%

    IAB raised its forecast for US ad spend growth in 2026 to 12.3%, up from the 9.5% it projected in January, based on a survey of more than 200 brand and agency buyers.

    IAB · IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations (Sep 2026)

    Exact quote

    today released its 2026 Outlook Study: September Update, raising its full-year U.S. ad spend growth forecast to 12.3%, up 2.8 percentage points from its January projection of 9.5%.

  • 63%

    Customer acquisition is the top goal for US media investment in 2026, cited by 63% of buyers, up nine points since January.

    IAB · IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations (Sep 2026)

    Exact quote

    Customer acquisition, although usually the top media investment goal, jumped nine percentage points since January to 63%, while brand equity rose six points to 43%.

  • $1.34 trillion

    Global advertising spend is forecast to grow 11.9% to $1.34 trillion in 2026, according to WARC Media.

    WARC · Global Ad Spend Forecast: Q3 2026 (Oct 2026)

    Exact quote

    Global ad spend is forecast to grow 11.9% to $1.34trn in 2026, according to the latest data.

  • $394.6 billion

    Global social media ad spend is forecast to rise 21.3% to $394.6 billion in 2026, the fastest growth of any channel.

    WARC · Global Ad Spend Forecast: Q3 2026 (Oct 2026)

    Exact quote

    Social media is set to register the strongest growth in spend this year, up 21.3% to $394.6bn.

  • 8.4%

    WARC expects global ad spend growth to slow to 8.4% in 2027, taking the total to $1.46 trillion.

    WARC · Global Ad Spend Forecast: Q3 2026 (Oct 2026)

    Exact quote

    We expect ad spend growth to moderate in 2027, rising 8.4% to $1.46tn, reflecting tougher comparables and a normalisation from the exceptionally strong growth seen in recent years.

  • £12.3 billion

    UK advertising investment rose 11.0% year on year to £12.3 billion in Q2 2026.

    Advertising Association and WARC · AA/WARC Expenditure Sample Report Q2 2026 (Oct 2026)

    Exact quote

    Latest data from the AA/WARC Expenditure Report show that UK advertising investment rose 11.0% year on year in Q2 2026 to £12.3bn, 2.1 percentage points ahead of our July forecast.

  • 2.8%

    S&P Global Market Intelligence raised its UK adspend growth forecast for 2026 to 2.8%, from 2.1% in the previous Bellwether report.

    IPA · Q3 2026 IPA Bellwether Report (Oct 2026)

    Exact quote

    The S&P Global Market Intelligence Bellwether adspend forecast for 2026 has subsequently improved to 2.8%, from 2.1% in Q2.

  • $78,000

    The average US small business advertising budget was estimated at roughly $78,000 in 2025 in a survey commissioned by Intuit.

    Intuit QuickBooks · Small Business Advertising Trends Report (2025)

    Exact quote

    The average small business advertising budget is estimated to be roughly $78,000 this year.

  • $640 billion

    Extrapolated across the US, small businesses could spend as much as $640 billion on advertising over 12 months, Intuit estimates.

    Intuit QuickBooks · Small Business Advertising Trends Report (2025)

    Exact quote

    Extrapolating this estimate to the US as a whole, small businesses could spend as much as $640 billion on advertising in total over the next 12 months.

FAQ

What percentage of revenue do companies spend on marketing?

The Gartner 2026 CMO Spend Survey puts the average at 7.8% of company revenue, up from 7.7% in 2025, for mostly large companies in North America and Europe. The CMO Survey of US companies of all sizes puts it at 9.0% of revenue in 2026. Consumer brands spend much more: Unilever invested 16.1% of turnover in brand and marketing in the first half of 2026.

Are marketing budgets going up or down in 2026?

As a share of revenue they are roughly flat. The CMO Survey found US marketing spending grew only 1.7% over the prior 12 months, the slowest since 2021, while digital spending grew 8.2%. In the UK, the IPA Bellwether recorded a net balance of +14.3% of companies raising budgets in Q3 2026, the strongest reading since Q2 2024.

How is a typical marketing budget split?

Gartner's 2025 survey found paid media takes 30.6% of the average marketing budget, equal to 2.4% of company revenue, with martech, labor and agencies taking most of the rest. In 2026 CMOs also allocate 15.3% of budgets to AI initiatives. The CMO Survey reports that social media takes 14.3% of US marketing budgets.

How much do small businesses spend on advertising?

A 2025 survey commissioned by Intuit estimated the average US small business advertising budget at roughly $78,000 a year. In that survey 51% of small businesses planned to raise advertising spending and only 8% planned cuts. Social media was rated effective by 75% of respondents, more than any other channel.

How much of the marketing budget goes to AI and agencies?

Gartner reports that CMOs allocate 15.3% of marketing budgets to AI initiatives in 2026, rising to 21.3% at the most AI-ready organizations. The CMO Survey finds US companies still outsource about one-third of their digital marketing activities to agencies and partners.

Methodology note

We chose primary sources that publish marketing budget data directly: the surveys that collected it (Gartner, The CMO Survey, IPA Bellwether, IAB, Intuit), the forecasters that model ad spend (WARC, the Advertising Association with WARC, S&P Global Market Intelligence through the IPA), the US Bureau of Labor Statistics, and annual filings of large advertisers. Each quote was fetched from the source page and checked against the figure. The samples differ: Gartner surveys about 400 marketing leaders, mostly at companies with more than $1 billion in revenue in North America and Europe; The CMO Survey covers 308 US for-profit companies of all sizes; the IPA Bellwether is a UK panel and reports net balances of companies revising budgets, not spending amounts; Intuit's survey was commissioned by a software vendor and its national total is an extrapolation. Company advertising costs exclude other marketing spending such as promotions and staff. Definitions of marketing budget vary by survey, so compare figures within a source before comparing across sources. Every quote is re-fetched from the source by our checker. See how we rank and verify.

Sources

  1. 1Advertising Association and WARC: AA/WARC Expenditure Sample Report Q2 2026
  2. 2Gartner: Gartner 2026 CMO Spend Survey Finds CMOs Allocate 15.3% of Marketing Budgets to AI, But Only 30% Are Ready to Scale AI Capabilities
  3. 3Gartner: Gartner 2025 CMO Spend Survey Reveals Marketing Budgets Have Flatlined at 7.7% of Overall Company Revenue
  4. 4IAB: IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations
  5. 5Intuit QuickBooks: Small Business Advertising Trends Report
  6. 6IPA: Q3 2026 IPA Bellwether Report
  7. 7Procter & Gamble: Form 10-K for the fiscal year ended June 30, 2026
  8. 8Target: Form 10-K for the fiscal year ended January 31, 2026
  9. 9The CMO Survey: The CMO Survey: Highlights and Insights Report 2026
  10. 10The Coca-Cola Company: Form 10-K for the fiscal year ended December 31, 2025
  11. 11U.S. Bureau of Labor Statistics: Advertising, Promotions, and Marketing Managers: Occupational Outlook Handbook
  12. 12Unilever: Desire at Scale powering strong H1 performance
  13. 13WARC: Global Ad Spend Forecast: Q3 2026

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Rankozo. (2026, November 6). Marketing Budget Statistics 2026. https://rankozo.com/marketing-budget-statistics

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