The IPA Bellwether net balance rose to 14.3% in the third quarter. Main media hit a nine-year high, but firms still see a weaker market ahead.
A study by the IPA and the Sponsorship Effectiveness Forum finds only 40% of practitioners are confident sports sponsorship delivers business results.
British adults spend 44% of their commercial media time alone, up from 40% in 2015, according to IPA TouchPoints data published on 9 September 2026.
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