Marketing budget's share in revenue 2014-2026| ��ƽ��

Marketing budget as a percentage of companies' total revenues according to chief marketing officers (CMOs) in North America and Europe from 2014 to 2026

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Release date

May 2026

More information

Region

North America, Europe

Survey time period

2014 to 2026

Number of respondents

401*

Special properties

respondents across 10 different sectors whose employers predominantly reported median annual revenues above one billion U.S. dollars; excluding "Don't know" responses

Supplementary notes

* Number of respondents in 2026.

2025: n = 402
2024: n = 395
2023: n = 410
2021: n = 400
2020: n = 342
2019: n = 342
2018: n = 618
2017: n = 350
2016: n = 375

No data about the number of respondents in 2022, 2015, or 2014.

The source does not inform the survey type.
Data prior to 2025 comes from earlier releases.

Citation formats

According to an annual survey among chief marketing officers (CMOs) in North America and Northern and Western Europe, *** percent of their employers' revenues were allocated to marketing in 2026. This represented a **** increase compared to the two previous years' figures.

Diversity among CMOs in the United States…

A study fielded in the U.S. revealed that women accounted for over **** of Fortune 500 companies' CMOs in 2024. Three years before, the share stood at ** percent. Meanwhile, the percentage of people belonging to historically underrepresented racial or ethnic groups working as CMOs at the same group of organizations reached ** percent in 2024, down from ** percent a two years earlier.

… and in the United Kingdom

A 2024 survey showed that, on average, the share of women among marketing directors or CMOs in the UK surpassed ** percent. Despite that female majority, several British companies did not offer a marketing leadership position to begin with. According to the same study, less than of UK companies had a CMO or marketing director.