UK Ad Spend Set to Break the £50bn Barrier in 2026

The UK advertising market is entering a landmark year. Industry forecasts show total ad spend is expected to exceed £50 billion in 2026, marking the first time the market has crossed this milestone.

For brands looking to scale, this signals confidence, competition and opportunity in equal measure. The question is not whether to advertise, but how to make your investment work harder in a market that is growing at a pace.

At Media Agency Group, we see this as a defining moment for ambitious brands across the UK.

The Numbers Behind the Headline

According to the latest Advertising Association and WARC Expenditure Report, UK ad spend is projected to rise beyond £50bn in 2026.

Key figures shaping the market include

  • UK ad spend across 2025 is expected to total £46.9bn, representing 10.1% growth year on year

  • Total UK ad spend increased by 11.4% in Q3 2025, reaching £12.5b and showing strong momentum heading into 2026

  • Search and online display accounted for 83% of total ad spend from July to September 2025, rising 14.6% year on year.

  • Online radio ad spend rose 19.2%, compared with 3% growth for total radio.

  • Video on demand (VOD) ad spend increased by 17%, while overall VOD growth sat at 0.7%.

  • TV advertising saw a Q3 uplift linked to major sporting events, including the FIFA Club World Cup, the UEFA Women’s Euro Championships and the Rugby World Cup.

  • Cinema advertising grew 23.9% in Q3 2025, helped by demand for placements around major releases such as Marvel’s The Fantastic Four: First Steps and Downton Abbey: The Grand Finale.

This is not marginal growth. It reflects sustained investment across search, online display, video on demand and social platforms.

Where the Growth Lands in 2026

The forecast is not just about the total market crossing £50bn. It also shows which channels are expected to pull in the biggest share of new spend in 2026. For brands planning 2026 budgets, this is the useful bit.

The biggest projected winners by channel

  • TV video on demand is forecast to grow 13.8% and is expected to benefit from major sporting events such as the Winter Olympics and the FIFA World Cup

  • Search is projected to rise 10.2%, keeping it central for brands looking to capture high-intent demand

  • Online display is expected to grow 8.4%, supported by broader reach building activity and video formats

  • Online radio is forecast to increase 7.3%, reflecting steady shifts in listening towards digital and streaming platforms

Traditional Media Is Adapting, Not Disappearing

While digital commands the majority share, traditional media still plays a powerful role in a balanced media plan.

Cinema advertising recorded strong growth during 2025, driven by blockbuster releases and increased footfall. For brands seeking captive audiences and premium environments, cinema offers

  • High dwell time

  • Strong recall rates

  • Limited on-screen clutter

Radio and digital audio are also performing well.

Print media and direct mail have seen some decline, yet they remain effective for certain sectors such as retail, property and financial services when integrated properly.

The key is integration rather than isolation. Smart brands combine channels to create multiple touchpoints.

What This Growth Means for Mid-Sized Brands

Crossing the £50bn threshold reflects a buoyant advertising economy. However, greater investment across the market means increased competition for audience attention.

Mid-level brands should focus on three priorities.

1. Strategic Media Planning

Ad hoc buying is unlikely to deliver consistent growth in a competitive environment. A structured media strategy should include

  • Clear objectives linked to revenue

  • Audience profiling based on real data

  • Channel mix selection based on performance and reach

  • Budget allocation aligned with business priorities

At Media Agency Group, our approach is rooted in data analysis and commercial objectives, not guesswork.

2. Smarter Budget Allocation

With more brands entering the market, media costs can fluctuate. Understanding where to invest is critical.

Questions to consider

  • Are you over-investing in one channel at the expense of reach

  • Are you balancing brand building and performance

  • Are you tracking lifetime customer value

A well managed campaign can stretch the budget further while maintaining impact.

You can explore our Campaigns and News page to see how we have delivered cost-efficient campaigns for UK brands across sectors.

3. Creative That Cuts Through

When spend increases across the market, creative quality becomes even more important.

High-performing campaigns often share these characteristics

  • Clear single-minded messaging

  • Strong brand cues

  • Consistent visual identity

  • Adaptation across multiple formats

Media placement matters, but creative execution drives memorability.

Sector Opportunities in 2026

Some sectors are particularly well placed to benefit from the expanding ad market.

  • Retail brands launching new product lines

  • Property developers targeting regional growth

  • Financial services aiming to build trust

  • Leisure and hospitality businesses rebuilding demand

  • E-commerce brands seeking national reach

If your sector is experiencing increased competition, advertising share of voice becomes critical.

Why Expert Media Buying Matters More Than Ever

As the market grows, media buying becomes more complex. Platforms evolve quickly. Inventory pricing changes. Data regulations tighten.

Working with an experienced UK media agency, like ours, provides

  • Access to preferential rates

  • Cross-channel insight

  • Transparent reporting

  • Strategic accountability

Media Agency Group specialises in delivering measurable growth for brands that want to compete nationally and regionally.

Whether you are investing in outdoor advertising, radio advertising, TV advertising, digital advertising or a fully integrated campaign, we focus on commercial outcomes.

Planning Ahead for 2026

With forecasts already pointing to record-breaking spend, early planning gives brands an advantage.

Consider

  • Booking key seasonal activity in advance

  • Locking in premium inventory

  • Testing new channels before peak competition

  • Reviewing performance data from previous campaigns

Brands that act early often secure stronger value and better placements.

The Road to £50bn and Beyond

The UK advertising market has demonstrated resilience, innovation and sustained growth. Surpassing £50bn in 2026 is more than a headline. It represents a competitive environment where visibility drives revenue.

For mid-sized brands, the opportunity is clear. Strategic advertising can elevate brand presence, increase enquiries and accelerate growth.

If you are ready to strengthen your advertising strategy, speak to Media Agency Group. Our team helps brands across the UK plan, buy and optimise campaigns that deliver measurable impact.

Visit our Contact Us page to start the conversation and explore Our Work page to see how we have delivered results for brands across the UK and beyond. 

Frequently Asked Questions

What is the forecast for UK ad spend in 2026?

UK advertising spend is forecast to exceed £50 billion for the first time in 2026, following strong growth throughout 2025 driven largely by digital channels.

Which advertising channels are growing fastest in the UK?

Search, online display, video on demand and digital audio are among the fastest growing channels, accounting for the majority of total UK ad spend.

Why should mid-sized brands increase advertising in 2026?

With market investment rising, maintaining share of voice is crucial. Brands that invest strategically can strengthen visibility and gain a competitive advantage.

How can Media Agency Group improve advertising ROI?

Media Agency Group provides data-driven planning, better media rates, integrated channel strategy and detailed reporting to maximise return on investment.

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