2026年影响营销预算的十大信号

The2026budget

outlook

Budgetsareexpanding,andmarketersalreadyknowwherethe

increaseisgoing.

Copyright©2026TheNielsenCompany(US),LLC.

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01

Budgetsareexpandingfor2026

81%

ofUKmarketers

expecttheirtotaladbudgettogrowinthenext12months

U.S.:71%|ITALY:66%

4%

26%

EightintenU.K.marketersareheadingintothisyearwithmoretospend.IntheU.S.it'sseven

inten,with14%bracingforless.

Marketers

with$1-10M+

budgets

Marketers

with$100M+

budgets

Budgetsizemattersmorethangeography:amongmarketerswithmorethan$100milliontospend,26%areplanningan

increaseof25%ormore.Forthoseworkingwith$1to$10million,only4%areexpecting

anincreasethatlarge.i

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get

Source:NielsenAnnualMarketingReport2026,Q1.U.S.n=200;U.K.n=200;Italyn=200;budgetsabove$100Mn=138;$1Mto$10Mn=345

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Indiaisleadingthe

internationalmoveinto

liveevents

94%

ofmarketersinIndiaexpecttoincreasesponsorshipandeventmediaspendoverthenext12to24months

U.S.:75%|ITALY:67%

Inayearpackedwithmajorlivesportingeventsandculturalmoments,

marketersarecenteringtheirstrategiesaroundthesetentpolesand

activelylookingtoincorporatemoreintotheirmediaplans.Nochannelinthestudyshowsahigherprojectedbudgetincreasethansponsorshipandeventmedia.IntheU.S.,28%expecttheirincreasetobesignificantandjust2%plantospendless.

Source:NielsenAnnualMarketingReport2026,Q6.U.S.n=200;Indian=200

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03

Thelargestbudgetsare

committingthemost

91%

ofU.S.marketersmanaging$50

millionto$100millionexpectto

increaseeventsponsorshipspend

U.S.MARKETERSOVERALL:75%

Thebiggerthebudget,thebiggerthebet.Amongmarketerswithabudgetbetween$1and$10million,62%areputtingmoreintoevents.At$10to$50million,71%.At

$50to$100million,91%.They'remoresureofit,too.45%ofmarketerswiththe

largestbudgetssaytheincreasewillbesignificant.AcrossallU.S.marketersit's28%.

91%

71%

62%

$1to$10million$10to$50million$50to$100million

Source:NielsenAnnualMarketingReport2026,Q6bymarketingbudget.U.S.n=200;U.S.$1Mto$10Mn=69;U.S.$10Mto$50Mn=61;U.S.$50Mto$100Mn=53

Wherethegrowthisgoing

Creatorpartnershipsandliveevents

havemovedfromexperimentto

standinglineitem.

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04

CreatorbudgetsarenowstandardacrossEurope

94%

ofmarketersin

Francenowholda

dedicatedcreatororinfluencerbudget

FRANCE:94%|GERMANY:91%

UK:90%|US/ITALY:87%

CreatorworkhasitsownlineinthebudgetacrossEurope.Every

marketwemeasuredsitsat87%orhigher.Whatseparatesthemismomentum.IntheU.K.,69%saythatbudgetisgrowing,and65%intheU.S.,whileFrancesitsat44%.

Source:NielsenAnnualMarketingReport2026,Q10.Francen=200;Germanyn=200;U.K.n=200;Italyn=200;U.S.n=200

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U.S.marketersarestill

buildingconfidencein

creatorcontent

54%

ofU.S.marketers

rateinfluencerand

creatorcontentveryorextremelyeffective

INDIA:81%

CreatorcontentmadetheeffectivenesslistforthefirsttimethisyearandlandedsixthofnineteenintheU.S.MarketersinIndiaarefarmoresoldonit,ratingit27pointshigher,thewidestgaponanychannelwemeasured.

Meanwhile87%ofU.S.marketersalreadyhaveadedicatedcreatorbudget.

Source:NielsenAnnualMarketingReport2026,Q3.U.S.n=200;Indian=200

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U.S.marketersuse

sportstofindnew

audiences

54%

ofU.S.marketersdescribesportssponsorshipasa

testinggroundfornewaudiencesandmarkets

GERMANY:32%|INDIA:61%

U.S.marketersleanonsportsfordiscoverymorethananyWesternmarket,22pointsaheadofGermany,withonlyIndiaaheadat61%.

ReachingdefinedfansegmentsremainsthemostcommonreasonU.S.

marketersinvestinsportsat66%,aheadofdrivingbrandawarenessat

59%.Only8%ofU.S.marketersreportthatsportsisnotcurrentlyapriority.

Source:NielsenAnnualMarketingReport2026,Q7.U.S.n=200;Germanyn=200

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Searchgainedmore

groundthanany

otherchannel

%ofU.S.marketersratingthechannelvery/extremelyeffective

75%

73%72%

65%

Socialmedia

Search

20252026

SearchpickedupeightpercentagepointswithU.S.marketersinasingleyear(jumpingfrom65%to73%),thebiggestgainofanychannel.Socialmediaalsocontinuedtoclimb,addingthreepointstoreach75%effectiveness,buildingonanalreadystrongbaseline.

Source:NielsenAnnualMarketingReport2026and2025,Q3.U.S.2026n=200,U.S.2025n=170;Indian=200;U.K.2026n=200,U.K.2025n=85

AIand

measurement

AdoptionofAIisnearlyuniversal.

Measurementhasfurthertogo.

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U.S.marketerspointAIatmeasurementfirst

75%

ofU.S.marketersuse

AIformeasurementandanalytics,theirmost

commonapplication

GERMANY:58%

MeasurementiswhereU.S.marketersputAItoworkfirst,aheadof

creativeat70%andmediaplanningat67%.Almosteveryoneisusingitsomewhere,withonly2.5%notusingitatall.Germanysits17pointsbehindonuseformeasurement,thewidestgapbetweenanytwo

marketsonanAIquestioninourstudy.

Source:NielsenAnnualMarketingReport2026,Q16.U.S.n=200;Germanyn=200

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AthirdofU.S.marketers

actonAIwithouta

secondopinion

34%

ofU.S.marketersfullytrustAIrecommendationsand

actonthemindependently

U.S.SENIOREXECUTIVES:45%

HalfofU.S.marketerstrustwhatAItellsthembutwantapersonto

signoff.Outrightskepticsarerareat2%,thoughanother13%are

stilltreatingitasanexperiment.Andthemoreseniorthemarketer,

thelikeliertheyaretoskipthereviewaltogether,which45%ofseniorexecutivesnowdo.

Source:NielsenAnnualMarketingReport2026,Q15.U.S.n=200;U.S.seniorexecutivesn=85

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