{
  "title": "Marketing Statistics 2026: Budgets, Channel Spend, Ad Forecasts and AI",
  "url": "https://statisticsglobal.org/marketing-statistics/",
  "updated": "2026-11-09",
  "licence": "https://statisticsglobal.org/data-licence/",
  "attribution": "Source: [publisher] via StatisticsGlobal (https://statisticsglobal.org/marketing-statistics/)",
  "statistics": [
    {
      "id": "mk-cmo-budget-revenue-2026",
      "sentence": "Marketing budgets equalled 9.0% of company revenues at US companies in 2026, according to The CMO Survey.",
      "value": 9,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-budget-revenue-2026"
    },
    {
      "id": "mk-cmo-spend-growth-2026",
      "sentence": "US marketing spending grew 1.7% over the prior 12 months in 2026, the weakest growth since 2021, according to The CMO Survey.",
      "value": 1.7,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-spend-growth-2026"
    },
    {
      "id": "mk-wpp-global-2026",
      "sentence": "Global advertising revenue is forecast to grow 8.9% to $1.3 trillion in 2026, excluding US political ads, according to WPP Media.",
      "value": 8.9,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "WPP Media",
      "source_title": "This Year Next Year 2026 Midyear Forecast: Global ad revenue to grow 8.9% to $1.3 trillion",
      "source_url": "https://www.wppmedia.com/news/report-this-year-next-year-midyear-2026",
      "source_published": "16 June 2026",
      "archive_url": "http://web.archive.org/web/20261029033520/https://www.wppmedia.com/news/report-this-year-next-year-midyear-2026",
      "sample": "WPP Media forecast of global advertising revenue earned by media owners, excluding US political advertising.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-wpp-global-2026"
    },
    {
      "id": "mk-iab-growth-2026",
      "sentence": "US ad spend is forecast to grow 12.3% in 2026, up from a January forecast of 9.5%, according to IAB.",
      "value": 12.3,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026",
      "archive_url": "http://web.archive.org/web/20261026001309/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "More than 200 US brand and agency ad investment decision-makers, surveyed for the September update of the IAB 2026 Outlook Study.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-iab-growth-2026"
    },
    {
      "id": "mk-ipa-net-2026q3",
      "sentence": "UK marketing budgets had a net balance of +14.3% in Q3 2026, the highest since Q2 2024, according to the IPA.",
      "value": 14.3,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "Q3 2026",
      "source_type": "Industry body",
      "publisher": "IPA",
      "source_title": "Q3 2026 IPA Bellwether Report: UK companies revise marketing budgets up to highest level in over two years",
      "source_url": "https://ipa.co.uk/news/bellwether-report-q3-2026/",
      "source_published": "15 October 2026",
      "archive_url": "http://web.archive.org/web/20261015050832/https://ipa.co.uk/news/bellwether-report-q3-2026",
      "sample": "Quarterly panel of UK marketing decision-makers run by S&P Global Market Intelligence for the IPA. Net balance is the share of firms raising budgets minus the share cutting them. Panel size is not stated in the release.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-ipa-net-2026q3"
    },
    {
      "id": "mk-cmo-budget-share-2026",
      "sentence": "Marketing took 9.6% of overall company budgets at US companies in 2026, the lowest level since 2021, according to The CMO Survey.",
      "value": 9.6,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-budget-share-2026"
    },
    {
      "id": "mk-cmo-digital-growth-2026",
      "sentence": "US digital marketing spending grew 8.2% over the prior 12 months in 2026, according to The CMO Survey.",
      "value": 8.2,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-digital-growth-2026"
    },
    {
      "id": "mk-cmo-digital-gap-2026",
      "sentence": "US digital marketing spending grew 6.5 points faster than overall marketing spending in 2026, calculated by StatisticsGlobal from The CMO Survey data.",
      "value": 6.5,
      "unit": " points",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "Digital marketing spending growth over the prior 12 months (8.2%) minus overall marketing spending growth (1.7%) = 6.5 percentage points.",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-digital-gap-2026"
    },
    {
      "id": "mk-cmo-b2c-product-2026",
      "sentence": "Marketing took 13.8% of overall budgets at US B2C product companies in 2026, according to The CMO Survey.",
      "value": 13.8,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-b2c-product-2026"
    },
    {
      "id": "mk-cmo-b2b-product-2026",
      "sentence": "Marketing took 7.0% of overall budgets at US B2B product companies in 2026, according to The CMO Survey.",
      "value": 7,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-b2b-product-2026"
    },
    {
      "id": "mk-cmo-b2c-b2b-ratio-2026",
      "sentence": "US B2C product companies gave marketing 1.97 times the budget share of B2B product companies in 2026, calculated by StatisticsGlobal from The CMO Survey data.",
      "value": 1.97,
      "unit": "x",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "Marketing share of overall budget: B2C product 13.8% / B2B product 7.0% = 1.97.",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-b2c-b2b-ratio-2026"
    },
    {
      "id": "mk-cmo-cut-expenses-2026",
      "sentence": "53.1% of US companies focused on cutting expenses when profits fell short in 2026, up from 46.0% a year earlier, according to The CMO Survey.",
      "value": 53.1,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-cut-expenses-2026"
    },
    {
      "id": "mk-cmo-marketing-cut-2026",
      "sentence": "Marketing expenses were cut 45.4% of the time when US companies cut costs in 2026, more often than other expense categories, according to The CMO Survey.",
      "value": 45.4,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-marketing-cut-2026"
    },
    {
      "id": "mk-cmo-headcount-2026",
      "sentence": "US marketing organisations grew 2.5% in headcount over the year to 2026, down from 5.4% in 2025, according to The CMO Survey.",
      "value": 2.5,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-headcount-2026"
    },
    {
      "id": "mk-cmo-headcount-next-2026",
      "sentence": "US marketing leaders expected marketing headcount to grow 2.6% over the next year in 2026, according to The CMO Survey.",
      "value": 2.6,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-headcount-next-2026"
    },
    {
      "id": "mk-cmo-headcount-slowdown-2026",
      "sentence": "US marketing headcount growth slowed by 2.9 points between 2025 and 2026, calculated by StatisticsGlobal from The CMO Survey data.",
      "value": 2.9,
      "unit": " points",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "Marketing headcount growth in 2025 (5.4%) minus growth in 2026 (2.5%) = 2.9 percentage points.",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-headcount-slowdown-2026"
    },
    {
      "id": "mk-cmo-training-2026",
      "sentence": "Training and development took 3.8% of US marketing budgets in 2026, down from a pre-pandemic high of 5.8%, according to The CMO Survey.",
      "value": 3.8,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-training-2026"
    },
    {
      "id": "mk-cmo-training-decline-2026",
      "sentence": "The training share of US marketing budgets was 34.5% below its pre-pandemic high in 2026, calculated by StatisticsGlobal from The CMO Survey data.",
      "value": 34.5,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "(5.8% pre-pandemic high - 3.8% in 2026) / 5.8% = 0.345, or 34.5%.",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-training-decline-2026"
    },
    {
      "id": "mk-cmo-next-digital-2026",
      "sentence": "US marketing leaders expected digital marketing budgets to rise 10.4% over the next 12 months in 2026, according to The CMO Survey.",
      "value": 10.4,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-next-digital-2026"
    },
    {
      "id": "mk-cmo-next-brand-2026",
      "sentence": "US marketing leaders expected brand building budgets to rise 5.9% over the next 12 months in 2026, according to The CMO Survey.",
      "value": 5.9,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-next-brand-2026"
    },
    {
      "id": "mk-cmo-trad-2026",
      "sentence": "US marketing leaders expected traditional advertising budgets to fall 1.5% over the next 12 months in 2026, according to The CMO Survey.",
      "value": -1.5,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-trad-2026"
    },
    {
      "id": "mk-cmo-social-share-2026",
      "sentence": "Social media took 14.3% of US marketing budgets in 2026, according to The CMO Survey.",
      "value": 14.3,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-social-share-2026"
    },
    {
      "id": "mk-cmo-social-adjusted-2026",
      "sentence": "Social media would take about 15.0% of US marketing budgets in the next year if 2026 forecasts miss by their usual margin, calculated by StatisticsGlobal from The CMO Survey data.",
      "value": 15,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "Expected social media share in 12 months (17.1%) minus the average amount by which 12-month social media forecasts have exceeded actual spending since 2009 (2.1 points) = 15.0%.",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-social-adjusted-2026"
    },
    {
      "id": "mk-cmo-social-5yr-2026",
      "sentence": "US marketing leaders expected social media to take 23.1% of marketing budgets within five years in 2026, according to The CMO Survey.",
      "value": 23.1,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-social-5yr-2026"
    },
    {
      "id": "mk-ipa-raised-2026q3",
      "sentence": "25.6% of UK companies raised marketing budgets in Q3 2026, while 11.3% cut them, according to the IPA.",
      "value": 25.6,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "Q3 2026",
      "source_type": "Industry body",
      "publisher": "IPA",
      "source_title": "Q3 2026 IPA Bellwether Report: UK companies revise marketing budgets up to highest level in over two years",
      "source_url": "https://ipa.co.uk/news/bellwether-report-q3-2026/",
      "source_published": "15 October 2026",
      "archive_url": "http://web.archive.org/web/20261015050832/https://ipa.co.uk/news/bellwether-report-q3-2026",
      "sample": "Quarterly panel of UK marketing decision-makers run by S&P Global Market Intelligence for the IPA. Net balance is the share of firms raising budgets minus the share cutting them. Panel size is not stated in the release.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-ipa-raised-2026q3"
    },
    {
      "id": "mk-ipa-qoq-2026q3",
      "sentence": "The UK marketing budget net balance rose 7.4 points from Q2 to Q3 2026, calculated by StatisticsGlobal from IPA data.",
      "value": 7.4,
      "unit": " points",
      "place": "United Kingdom",
      "data_year": "Q3 2026",
      "source_type": "Our analysis",
      "publisher": "IPA",
      "source_title": "Q3 2026 IPA Bellwether Report: UK companies revise marketing budgets up to highest level in over two years",
      "source_url": "https://ipa.co.uk/news/bellwether-report-q3-2026/",
      "source_published": "15 October 2026",
      "archive_url": "http://web.archive.org/web/20261015050832/https://ipa.co.uk/news/bellwether-report-q3-2026",
      "sample": "Quarterly panel of UK marketing decision-makers run by S&P Global Market Intelligence for the IPA. Net balance is the share of firms raising budgets minus the share cutting them. Panel size is not stated in the release.",
      "method": "Total marketing budget net balance in Q3 2026 (+14.3%) minus Q2 2026 (+6.9%) = 7.4 percentage points.",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-ipa-qoq-2026q3"
    },
    {
      "id": "mk-ipa-vs-outlook-2026q3",
      "sentence": "The UK Q3 2026 marketing budget net balance was 4.8 times the net balance firms expected for the 2026/27 financial year, calculated by StatisticsGlobal from IPA data.",
      "value": 4.8,
      "unit": "x",
      "place": "United Kingdom",
      "data_year": "Q3 2026",
      "source_type": "Our analysis",
      "publisher": "IPA",
      "source_title": "Q3 2026 IPA Bellwether Report: UK companies revise marketing budgets up to highest level in over two years",
      "source_url": "https://ipa.co.uk/news/bellwether-report-q3-2026/",
      "source_published": "15 October 2026",
      "archive_url": "http://web.archive.org/web/20261015050832/https://ipa.co.uk/news/bellwether-report-q3-2026",
      "sample": "Quarterly panel of UK marketing decision-makers run by S&P Global Market Intelligence for the IPA. Net balance is the share of firms raising budgets minus the share cutting them. Panel size is not stated in the release.",
      "method": "Q3 2026 net balance (+14.3%) / net balance expecting growth in the 2026/27 financial year (+3.0%) = 4.77, rounded to 4.8.",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-ipa-vs-outlook-2026q3"
    },
    {
      "id": "mk-ipa-pr-2026q3",
      "sentence": "UK public relations budgets had a net balance of +15.3% in Q3 2026, a series high, according to the IPA.",
      "value": 15.3,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "Q3 2026",
      "source_type": "Industry body",
      "publisher": "IPA",
      "source_title": "Q3 2026 IPA Bellwether Report: UK companies revise marketing budgets up to highest level in over two years",
      "source_url": "https://ipa.co.uk/news/bellwether-report-q3-2026/",
      "source_published": "15 October 2026",
      "archive_url": "http://web.archive.org/web/20261015050832/https://ipa.co.uk/news/bellwether-report-q3-2026",
      "sample": "Quarterly panel of UK marketing decision-makers run by S&P Global Market Intelligence for the IPA. Net balance is the share of firms raising budgets minus the share cutting them. Panel size is not stated in the release.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-ipa-pr-2026q3"
    },
    {
      "id": "mk-ipa-events-2026q3",
      "sentence": "UK events budgets had a net balance of +15.1% in Q3 2026, a nine-quarter high, according to the IPA.",
      "value": 15.1,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "Q3 2026",
      "source_type": "Industry body",
      "publisher": "IPA",
      "source_title": "Q3 2026 IPA Bellwether Report: UK companies revise marketing budgets up to highest level in over two years",
      "source_url": "https://ipa.co.uk/news/bellwether-report-q3-2026/",
      "source_published": "15 October 2026",
      "archive_url": "http://web.archive.org/web/20261015050832/https://ipa.co.uk/news/bellwether-report-q3-2026",
      "sample": "Quarterly panel of UK marketing decision-makers run by S&P Global Market Intelligence for the IPA. Net balance is the share of firms raising budgets minus the share cutting them. Panel size is not stated in the release.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-ipa-events-2026q3"
    },
    {
      "id": "mk-ipa-main-media-2026q3",
      "sentence": "UK main media advertising budgets had a net balance of +9.8% in Q3 2026, a nine-year high, according to the IPA.",
      "value": 9.8,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "Q3 2026",
      "source_type": "Industry body",
      "publisher": "IPA",
      "source_title": "Q3 2026 IPA Bellwether Report: UK companies revise marketing budgets up to highest level in over two years",
      "source_url": "https://ipa.co.uk/news/bellwether-report-q3-2026/",
      "source_published": "15 October 2026",
      "archive_url": "http://web.archive.org/web/20261015050832/https://ipa.co.uk/news/bellwether-report-q3-2026",
      "sample": "Quarterly panel of UK marketing decision-makers run by S&P Global Market Intelligence for the IPA. Net balance is the share of firms raising budgets minus the share cutting them. Panel size is not stated in the release.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-ipa-main-media-2026q3"
    },
    {
      "id": "mk-ipa-other-online-2026q3",
      "sentence": "UK other online advertising budgets had a net balance of +17.2% in Q3 2026, up from -5.1% in Q2, according to the IPA.",
      "value": 17.2,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "Q3 2026",
      "source_type": "Industry body",
      "publisher": "IPA",
      "source_title": "Q3 2026 IPA Bellwether Report: UK companies revise marketing budgets up to highest level in over two years",
      "source_url": "https://ipa.co.uk/news/bellwether-report-q3-2026/",
      "source_published": "15 October 2026",
      "archive_url": "http://web.archive.org/web/20261015050832/https://ipa.co.uk/news/bellwether-report-q3-2026",
      "sample": "Quarterly panel of UK marketing decision-makers run by S&P Global Market Intelligence for the IPA. Net balance is the share of firms raising budgets minus the share cutting them. Panel size is not stated in the release.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-ipa-other-online-2026q3"
    },
    {
      "id": "mk-ipa-research-2026q3",
      "sentence": "UK market research budgets had a net balance of +5.2% in Q3 2026, the first positive reading in seven quarters, according to the IPA.",
      "value": 5.2,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "Q3 2026",
      "source_type": "Industry body",
      "publisher": "IPA",
      "source_title": "Q3 2026 IPA Bellwether Report: UK companies revise marketing budgets up to highest level in over two years",
      "source_url": "https://ipa.co.uk/news/bellwether-report-q3-2026/",
      "source_published": "15 October 2026",
      "archive_url": "http://web.archive.org/web/20261015050832/https://ipa.co.uk/news/bellwether-report-q3-2026",
      "sample": "Quarterly panel of UK marketing decision-makers run by S&P Global Market Intelligence for the IPA. Net balance is the share of firms raising budgets minus the share cutting them. Panel size is not stated in the release.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-ipa-research-2026q3"
    },
    {
      "id": "mk-ipa-adspend-forecast-2026",
      "sentence": "UK adspend is forecast to grow 2.8% in 2026 and 1.3% in 2027, according to the IPA Bellwether Report.",
      "value": 2.8,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IPA",
      "source_title": "Q3 2026 IPA Bellwether Report: UK companies revise marketing budgets up to highest level in over two years",
      "source_url": "https://ipa.co.uk/news/bellwether-report-q3-2026/",
      "source_published": "15 October 2026",
      "archive_url": "http://web.archive.org/web/20261015050832/https://ipa.co.uk/news/bellwether-report-q3-2026",
      "sample": "Quarterly panel of UK marketing decision-makers run by S&P Global Market Intelligence for the IPA. Net balance is the share of firms raising budgets minus the share cutting them. Panel size is not stated in the release.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-ipa-adspend-forecast-2026"
    },
    {
      "id": "mk-wpp-2025",
      "sentence": "Global advertising revenue grew 8.8% to $1.14 trillion in 2025, excluding US political ads, according to WPP Media.",
      "value": 1.14,
      "unit": " trillion USD",
      "place": "Worldwide",
      "data_year": "2025",
      "source_type": "Research",
      "publisher": "WPP Media",
      "source_title": "WPP Media Global Advertising Forecast: Global ad revenue set to reach $1.14 trillion",
      "source_url": "https://www.wppmedia.com/news/report-this-year-next-year-december-2025",
      "source_published": "10 December 2025",
      "archive_url": "http://web.archive.org/web/20261027081907/https://www.wppmedia.com/news/report-this-year-next-year-december-2025",
      "sample": "WPP Media forecast of global advertising revenue earned by media owners, excluding US political advertising.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-wpp-2025"
    },
    {
      "id": "mk-wpp-revision-2026",
      "sentence": "The 2026 global advertising growth forecast was raised by 1.8 points between December 2025 and June 2026, calculated by StatisticsGlobal from WPP Media data.",
      "value": 1.8,
      "unit": " points",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "WPP Media",
      "source_title": "This Year Next Year 2026 Midyear Forecast: Global ad revenue to grow 8.9% to $1.3 trillion",
      "source_url": "https://www.wppmedia.com/news/report-this-year-next-year-midyear-2026",
      "source_published": "16 June 2026",
      "archive_url": "http://web.archive.org/web/20261029033520/https://www.wppmedia.com/news/report-this-year-next-year-midyear-2026",
      "sample": "WPP Media forecast of global advertising revenue earned by media owners, excluding US political advertising.",
      "method": "June 2026 midyear forecast (8.9%) minus December 2025 forecast (7.1%) = 1.8 percentage points. Both exclude US political advertising.",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-wpp-revision-2026"
    },
    {
      "id": "mk-wpp-top3-2026",
      "sentence": "The three biggest ad sellers outside China, Alphabet, Meta and Amazon, controlled 57.6% of the advertising market in 2026, according to WPP Media.",
      "value": 57.6,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "WPP Media",
      "source_title": "This Year Next Year 2026 Midyear Forecast: Global ad revenue to grow 8.9% to $1.3 trillion",
      "source_url": "https://www.wppmedia.com/news/report-this-year-next-year-midyear-2026",
      "source_published": "16 June 2026",
      "archive_url": "http://web.archive.org/web/20261029033520/https://www.wppmedia.com/news/report-this-year-next-year-midyear-2026",
      "sample": "WPP Media forecast of global advertising revenue earned by media owners, excluding US political advertising.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-wpp-top3-2026"
    },
    {
      "id": "mk-iab-social-2026",
      "sentence": "US social media ad spend is forecast to grow 16.5% in 2026, the fastest of any channel, according to IAB.",
      "value": 16.5,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026",
      "archive_url": "http://web.archive.org/web/20261026001309/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "More than 200 US brand and agency ad investment decision-makers, surveyed for the September update of the IAB 2026 Outlook Study.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-iab-social-2026"
    },
    {
      "id": "mk-iab-ctv-2026",
      "sentence": "US connected TV ad spend is forecast to grow 15.6% in 2026, according to IAB.",
      "value": 15.6,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026",
      "archive_url": "http://web.archive.org/web/20261026001309/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "More than 200 US brand and agency ad investment decision-makers, surveyed for the September update of the IAB 2026 Outlook Study.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-iab-ctv-2026"
    },
    {
      "id": "mk-iab-search-2026",
      "sentence": "US paid search ad spend is forecast to grow 8.1% in 2026, according to IAB.",
      "value": 8.1,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026",
      "archive_url": "http://web.archive.org/web/20261026001309/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "More than 200 US brand and agency ad investment decision-makers, surveyed for the September update of the IAB 2026 Outlook Study.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-iab-search-2026"
    },
    {
      "id": "mk-iab-linear-2026",
      "sentence": "US linear TV ad spend is forecast to fall 1.5% in 2026, according to IAB.",
      "value": -1.5,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026",
      "archive_url": "http://web.archive.org/web/20261026001309/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "More than 200 US brand and agency ad investment decision-makers, surveyed for the September update of the IAB 2026 Outlook Study.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-iab-linear-2026"
    },
    {
      "id": "mk-iab-social-vs-search-2026",
      "sentence": "US social media ad spend is forecast to grow 2.0 times as fast as paid search in 2026, calculated by StatisticsGlobal from IAB data.",
      "value": 2,
      "unit": "x",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026",
      "archive_url": "http://web.archive.org/web/20261026001309/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "More than 200 US brand and agency ad investment decision-makers, surveyed for the September update of the IAB 2026 Outlook Study.",
      "method": "Forecast growth: social media 16.5% / paid search 8.1% = 2.04, rounded to 2.0.",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-iab-social-vs-search-2026"
    },
    {
      "id": "mk-iab-ctv-linear-gap-2026",
      "sentence": "US connected TV ad spend growth is forecast to beat linear TV by 17.1 points in 2026, calculated by StatisticsGlobal from IAB data.",
      "value": 17.1,
      "unit": " points",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026",
      "archive_url": "http://web.archive.org/web/20261026001309/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "More than 200 US brand and agency ad investment decision-makers, surveyed for the September update of the IAB 2026 Outlook Study.",
      "method": "Forecast growth: CTV 15.6% minus linear TV (-1.5%) = 17.1 percentage points.",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-iab-ctv-linear-gap-2026"
    },
    {
      "id": "mk-iab-acquisition-2026",
      "sentence": "63% of US ad buyers named customer acquisition as a media investment goal in 2026, up nine points since January, according to IAB.",
      "value": 63,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026",
      "archive_url": "http://web.archive.org/web/20261026001309/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "More than 200 US brand and agency ad investment decision-makers, surveyed for the September update of the IAB 2026 Outlook Study.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-iab-acquisition-2026"
    },
    {
      "id": "mk-cmo-ai-share-2026",
      "sentence": "AI was used in 24.2% of US marketing activities in 2026, up from 13.1% in 2024, according to The CMO Survey.",
      "value": 24.2,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-ai-share-2026"
    },
    {
      "id": "mk-cmo-ai-rise-2026",
      "sentence": "The share of US marketing activities using AI rose 84.7% between 2024 and 2026, calculated by StatisticsGlobal from The CMO Survey data.",
      "value": 84.7,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "AI share of marketing activities: 24.2% in 2026 / 13.1% in 2024 = 1.847, a rise of 84.7% (11.1 percentage points).",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-ai-rise-2026"
    },
    {
      "id": "mk-cmo-genai-2026",
      "sentence": "US companies used generative AI in 22.4% of marketing activities in 2026, up from 7.0% in 2024, according to The CMO Survey.",
      "value": 22.4,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-genai-2026"
    },
    {
      "id": "mk-cmo-ai-3yr-2026",
      "sentence": "US marketing leaders expected AI to account for 55.9% of marketing activities within three years in 2026, according to The CMO Survey.",
      "value": 55.9,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-ai-3yr-2026"
    },
    {
      "id": "mk-cmo-ai-content-2026",
      "sentence": "73.9% of US companies used AI for marketing content creation in 2026, according to The CMO Survey.",
      "value": 73.9,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-ai-content-2026"
    },
    {
      "id": "mk-cmo-geo-2026",
      "sentence": "41.5% of US companies used generative engine optimisation to get content into AI search results in 2026, according to The CMO Survey.",
      "value": 41.5,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "The CMO Survey",
      "source_title": "The CMO Survey: Highlights and Insights Report 2026",
      "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "source_published": "April 2026",
      "archive_url": "http://web.archive.org/web/20260924060312/https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf",
      "sample": "308 marketing leaders at for-profit US companies (2,111 invited, 14.6% response rate; 97% VP-level or above), 2026 annual edition.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-cmo-geo-2026"
    },
    {
      "id": "mk-iab-ai-answers-2026",
      "sentence": "76% of US ad buyers were increasing focus on optimising content for AI-generated answers in 2026, according to IAB.",
      "value": 76,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026",
      "archive_url": "http://web.archive.org/web/20261026001309/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "More than 200 US brand and agency ad investment decision-makers, surveyed for the September update of the IAB 2026 Outlook Study.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-iab-ai-answers-2026"
    },
    {
      "id": "mk-iab-ai-challenge-2026",
      "sentence": "44% of US ad buyers named adapting to consumer behaviour, including AI-driven search, as their top media investment challenge in 2026, according to IAB.",
      "value": 44,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026",
      "archive_url": "http://web.archive.org/web/20261026001309/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "More than 200 US brand and agency ad investment decision-makers, surveyed for the September update of the IAB 2026 Outlook Study.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-iab-ai-challenge-2026"
    },
    {
      "id": "mk-iab-measurement-2026",
      "sentence": "86% of US ad buyers were changing or expected to change how they measure media because of AI tools and agents in 2026, according to IAB.",
      "value": 86,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026",
      "archive_url": "http://web.archive.org/web/20261026001309/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "More than 200 US brand and agency ad investment decision-makers, surveyed for the September update of the IAB 2026 Outlook Study.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-iab-measurement-2026"
    },
    {
      "id": "mk-wpp-gen-search-2026",
      "sentence": "Generative search advertising is forecast to reach $5.1 billion worldwide in 2026, according to WPP Media.",
      "value": 5.1,
      "unit": " billion USD",
      "place": "Worldwide",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "WPP Media",
      "source_title": "This Year Next Year 2026 Midyear Forecast: Global ad revenue to grow 8.9% to $1.3 trillion",
      "source_url": "https://www.wppmedia.com/news/report-this-year-next-year-midyear-2026",
      "source_published": "16 June 2026",
      "archive_url": "http://web.archive.org/web/20261029033520/https://www.wppmedia.com/news/report-this-year-next-year-midyear-2026",
      "sample": "WPP Media forecast of global advertising revenue earned by media owners, excluding US political advertising.",
      "method": "",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-wpp-gen-search-2026"
    },
    {
      "id": "mk-wpp-gen-search-cagr-2026",
      "sentence": "Generative search advertising would need to grow at least 110% a year from 2026 to 2030 to reach WPP Media's forecast, calculated by StatisticsGlobal from WPP Media data.",
      "value": 110,
      "unit": "%",
      "place": "Worldwide",
      "data_year": "2026 to 2030",
      "source_type": "Our analysis",
      "publisher": "WPP Media",
      "source_title": "This Year Next Year 2026 Midyear Forecast: Global ad revenue to grow 8.9% to $1.3 trillion",
      "source_url": "https://www.wppmedia.com/news/report-this-year-next-year-midyear-2026",
      "source_published": "16 June 2026",
      "archive_url": "http://web.archive.org/web/20261029033520/https://www.wppmedia.com/news/report-this-year-next-year-midyear-2026",
      "sample": "WPP Media forecast of global advertising revenue earned by media owners, excluding US political advertising.",
      "method": "($100 billion forecast for 2030 / $5.1 billion in 2026)^(1/4) - 1 = 1.104, or about 110% a year. WPP says \"over $100 billion\", so this is a minimum.",
      "verified_on": "2026-11-09",
      "url": "https://statisticsglobal.org/marketing-statistics/#stat-mk-wpp-gen-search-cagr-2026"
    }
  ]
}