UK companies increased their events budgets at the fastest rate in more than two years in the third quarter of 2026, according to the latest IPA Bellwether Report.
The report’s net balance for events – the share of companies raising their budgets minus the share cutting them – rose from +11.0% in the second quarter to +15.1%, its highest level in nine quarters. Only PR did better, reaching a record +15.3%.
Events had led all other categories in the previous two reports, with a net balance of +14.7% in Q1. The category’s highest reading came in Q1 2024, when events budgets hit a record +23.1%.
Marketing budgets up across the board
Across all marketing, 25.6% of the roughly 300 companies surveyed raised their budgets during the quarter, while 11.3% cut them, giving a net balance of +14.3%. It was the third quarter in a row of growth and the strongest since Q2 2024, and all seven of the report’s marketing categories saw budgets rise.
Maryam Baluch, economist at S&P Global Market Intelligence and author of the report, said: “With the UK economy beating expectations so far in 2026, it’s unsurprising to see businesses showing a strong willingness to lift marketing spend.”
S&P Global Market Intelligence has raised its UK growth forecast for 2026 from 0.6% to 1.2%, after stronger-than-expected growth in the first half of the year, which it partly puts down to the FIFA World Cup and hot weather.
Confidence still low
Despite the rise in spending, companies remain uncertain about the wider outlook. More than a third (34.6%) were pessimistic about their industry’s financial prospects, set against 14.3% who were optimistic. S&P Global Market Intelligence has also cut its forecast for growth in UK advertising spend in 2027, from 2.3% to 1.3%.
The full report is available from the IPA for £140, or £99 for members.
