""The trend, I would say, has been more positive than you would expect based on what's in the news," said Chris Woodward, executive director at Brandtech shop Oliver."
""Who knows what the future holds, but 'investing through volatility' will always hold true," said Kimberley Upton, head of effectiveness at integrated agency Zeal."
"More than a quarter (28.6%) of respondents said they were more optimistic about the financial outlook of their business than they were three months ago."
U.K. advertisers are expected to raise media spending by 7.3% in the first quarter of 2026, indicating resilience against economic challenges. Concerns over supply-chain disruptions, low consumer confidence, and geopolitical tensions have not deterred investment. A survey shows 28.6% of marketers are more optimistic about their business outlook compared to three months ago, reflecting a shift in sentiment. The findings suggest that advertisers are committed to maintaining their media investments despite external pressures.
Read at Digiday
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