Forrester has released a new report showing that 81% of marketers say their firms plan to increase their principal media buying—acquiring media directly from agencies—in 2026. The finding is based on Forrester’s third-quarter “CMO Pulse Survey.”
The finding comes as a slight majority of marketers—52%, according to Forrester—expect tighter budgets this year.
Forrester also cited a 2024 study by the Association of National Advertisers, which found that nearly half of all marketer members reported using principal media in the previous 12 months.
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