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Net change in media budgets planned for 2026 according to marketers in the United States as of November 2025, by type

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Sources

Release date

January 2026

Region

United States

Survey time period

November 2025

Number of respondents

166 respondents

Special properties

among marketers working at agencies and consumer product manufacturers; share of respondents reporting budget increase minus the share reporting budget decrease

Supplementary notes

The source does not specify the survey type.

Citation formats

Net change in media budgets planned by marketers in the U.S. for 2026, by type

Published by ÌÇÐÄÆƽâ°æ Research Department, Mar 12, 2026

During a survey conducted among marketers in the United States at the end of 2025, a net share of ** percent of respondents reported plans to increase their media budget for social commerce advertising in 2026. Retailer on-site search ads and connected TV (CTV)/streaming ads followed, each with a net share of ** percent of participants. The only format with a negative net share was search engine shopping ads, at minus *** percent. According to the same study, about ** percent of U.S. marketers evaluated retail media's performance as excellent or good.

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