In Q2 2025, UK marketing budgets increased at the fastest rate in a year. A +5.5% net balance was reported, contrasting the previous quarter's decline. Marketers adjusted their strategies due to geopolitical and economic uncertainties, focusing on direct audience targeting and digital investments. Notable growth was seen in direct marketing, with nearly 19% of respondents reporting increases. Sales promotions also rose, reaching a net balance of +9.4%. The events category saw increased budgets, although the growth rate slightly decreased. Market research and the 'other' category experienced budget reductions.
The IPA Bellwether Report indicates a +5.5% net balance for marketing budgets in Q2 2025, marking the strongest growth in a year.
Paul Bainsfair emphasized the importance of balancing tactical short-term activation efforts with long-term emotionally-driven brand-building strategies.
Direct marketing achieved nearly 19% growth with upward budget revisions for the last ten quarters indicative of a positive trend.
Sales promotions experienced significant growth, reaching a net balance of +9.4%, reflecting a notable increase in company investments.
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