Gartner survey shows awareness, conversion take 62.6% of media spend

Gartner

Gartner

IT

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  • Gartner survey shows awareness and conversion rose to 62.6% of total media spend in 2026, up more than 10% since 2024.
  • Digital media exceeded two-thirds of media investment, up 18% since 2024, as CMOs shifted budgets toward acquisition.
  • Spending on loyalty and retention fell 29% since 2024 to below 15% of total media spend, signaling weaker long-term focus.
  • Labor share of marketing budgets increased to 24.5% in 2026 from 21.9% in 2025, despite expectations AI would cut headcount.
  • Only 30% reported mature AI readiness; 70% cited immature processes, while 38% flagged lack of AI talent as the top barrier.


Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Gartner Inc. published the original content used to generate this news brief via Business Wire (Ref. ID: 20260608855793) on June 08, 2026, and is solely responsible for the information contained therein.

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