• April 20, 2026

Events lead marketing spend growth in latest IPA Bellwether Report

Events lead marketing spend growth in latest IPA Bellwether Report

Events lead marketing spend growth in latest IPA Bellwether Report 1024 683 micebook.

Events have emerged as the top-performing marketing channel in the latest IPA Bellwether Report, with brands increasing investment in live experiences at a faster rate than any other category.

The Q1 2026 report shows a net balance of +14.7% for events spend — a sharp rise from +1.4% in the previous quarter — putting the sector well ahead of all other marketing disciplines.

The findings come as overall UK marketing budgets returned to growth, with a net balance of +7.3% of companies revising spend upwards, compared to a flat 0.0% in Q4 2025.

Events outpace all channels as experiential investment accelerates

While other areas also saw gains, none matched the scale of growth recorded in events.

Public relations budgets rose to +6.0%, their highest level in five quarters, while main media advertising returned to growth at +4.5%, its strongest performance since Q3 2023. Direct marketing (+3.6%) and sales promotions (+2.7%) also returned to growth during the quarter.

Within media, results were mixed: video and other online advertising both recorded +5.7%, but traditional channels continued to struggle, with out-of-home (-11.3%), published brands (-8.5%) and audio (-3.4%) all remaining in decline.

The data reinforces the continued shift towards more engaging, experience-led marketing strategies.

That momentum is also being reflected in deal activity, with recent months seeing a rise in M&A and venture capital investment across the events and experiential sector, for example EagleTree Capital acquiring the Opus Group, Nth Degree acquiring INVNT and Jack Morton and Impact XM merging. From agency acquisitions to funding rounds for experience-led platforms, investors are increasingly backing businesses positioned to capitalise on growing demand for live and immersive brand engagement.

Brands invest despite economic uncertainty

The uplift in events spend comes against a backdrop of ongoing geopolitical and economic uncertainty, including downgraded UK growth forecasts.

According to S&P Global Market Intelligence, UK GDP is now expected to grow by just 0.5% in 2026, down from earlier projections, with business investment forecast to stagnate.

Despite this, marketers are showing increased willingness to invest, particularly in channels that support brand-building and direct audience engagement. Looking ahead, marketing budgets are expected to continue rising into the 2026/27 financial year, with a net balance of +3.0% of firms anticipating growth.

The outlook for advertising spend is also strengthening. S&P Global Market Intelligence has upgraded its 2026 adspend forecast to 2.5%, with further growth expected in 2027 and 2028.

The report suggests that, even as economic conditions remain challenging, brands are prioritising investment in channels that deliver impact, with events firmly leading the way.

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