Industry reports

A study by the IPA and the Sponsorship Effectiveness Forum finds only 40% of practitioners are confident sports sponsorship delivers business results.

Adobe expects US online holiday sales of $275.1 billion in 2026. Visits from generative AI tools to retail sites should rise 130%.

B2B buyers spend about 124 days comparing options before they speak to a seller. Factors.ai drew that figure from more than 50,000 closed deals at over 850 companies.

IAB Europe's 2026 AI report, out on 24 September, finds 58% expect agentic ad buying in real use within a year and 48% with written AI rules.

German media agencies told the BVDW that AI advertising will reach 94 percent relevance in five years, while classic search advertising falls to 39 percent.

Digital advertising supported 2.6 million UK jobs in 2026, according to a Public First study for IAB UK.

VML's Future Shopper 2026 says 82% of shoppers have used AI, but 58% check what it recommends and 33% would not let it complete a purchase.

Orbit Media says 13.9 percent of the content marketers it surveyed report strong results from their work, the lowest figure in the twelve years it has run the study.

Roblox says it paid creators 1.5 billion dollars last year, up from 923 million in 2024.

Poland’s broadcasting regulator checked 2,000 commercials involving children. Around 98 percent followed the industry charter; sweets and loans caused most of the rest.

Nielsen figures for August put TVN's main channel ahead of TVP1 and Polsat. TVN24 is again the top news channel, and TV Republika has lost more than a quarter of its viewers in a year.