AMR Top 10 Report

Marketing budgets are expanding in 2026, with marketers directing more investment toward live events, sports sponsorships, and creator partnerships. As these channels become established parts of media plans, AI is also playing a growing role in measurement, analytics, and creative development. However, measuring ROI consistently across traditional and digital media remains a challenge.

75% of U.S. marketers use AI for measurement and analytics, making it their most common AI application.

– Nielsen Annual Marketing Report 2026

According to Nielsen's 2026 Annual Marketing Report, 71% of U.S. marketers expect their advertising budgets to grow, while 75% plan to increase spending on sponsorship and event media.

Drawing on insights from 1,200 marketers across six markets, this report explores ten key signals shaping marketing budgets in 2026, including growing investment in creator content and live events, evolving perceptions of channel effectiveness, and opportunities to improve cross-media measurement and ROI evaluation

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