1、UK Outlook for Advertising,Marketing&Data 2026Continuous EvolutionAboutWinterberry GroupA specialized management consultancy that offers more than two decades of experience and deep expertise in the intersecting disciplines of advertising,marketing,data,technology,media and commerce.Winterberry Grou

2、p helps brands,publishers,marketing service providers,technology developers and information companiesplus the financial investors who support these organizationsunderstand emerging growth opportunities,create actionable strategies and increase their value and global impact.2Looking Back at 2025A Yea

3、r of Tariff Shock,Stubborn Inflation and the Impact of AI 4Tension remained across an uncertain geo-political landscape both to the east and westUK GDP growth outperformed most forecasts to hit 1.5%for the full year,but in the face of inflation this is still lacklustreMarketers prioritize performanc

4、e,supply chains stabilize(by year end)a very vertical specific year for spending The rate of inflation slowed by 0.5%but is still stubbornly ahead of BoA targetsBank of England drops from 4.75%to 3.75%across 4 rate cuts but businesses and consumers face rising taxes and costsA“do more with the same”

5、with a fixation on short term budgeting.Stay nimble.ForecastMarketing Spend Anticipated to Continue to Outstrip Historic Trends-6.1%-10.2%202033.6%8.6%20219.7%4.2%20225.5%0.5%202311.0%1.1%20246.7%1.3%202510.3%1.3%2026 estUK Advertising/Marketing Spend GrowthUK GDP GrowthBenchmark 2X UK GDP GrowthUK

6、Marketing Spend Growth Benchmarked to GDP Growth(2020 2026P)5Source:Winterberry Group Spend analysis(2026)Review 2025:Another Year of Strong Growth,Online Continues to Take Share29.932.637.340.813.613.313.713.62022202320242025E43.545.950.954.45.5%11.0%6.7%UK Online and Offline Marketing Spend(BB,202