Marketers Enter 2026 With Bigger Budgets, Higher ROI Demands, Survey Finds.

Marketers are heading into 2026 with larger budgets, renewed optimism and a sharpened focus on measurable performance, according to new research from the B2B research firm Clutch. The report says 60% of small businesses plan to increase their marketing spend next year, while 78% of marketers feel positive about the year ahead — an encouraging signal for digital audio and podcast advertising sellers expecting stronger demand.

“Marketers are confident and investing with purpose,” said Anna Peck, analyst at Clutch. “Teams are reallocating spend to meet rising expectations for ROI and changing customer behavior.”

Clutch’s data points to a continued shift toward digital environments, with nearly half of marketers saying more than half of their budgets will be allocated to digital channels in 2026. That trend reflects the growing appeal of performance-driven formats and lower-cost environments such as social media, digital advertising and organic content. Rising pressure to demonstrate ROI and the need for more agile planning are accelerating that transition.

The research shows marketers planning increased investment in areas tied to measurable outcomes, including content marketing and SEO, digital advertising, branding and creative development, and sponsorships and strategic partnerships.

At the same time, traditional media continues to lose ground. About one-third of marketers anticipate reducing spending on television, print, radio or out-of-home placements, citing higher costs, lower flexibility and weaker attribution compared to digital alternatives. While podcasting and digital audio are not categorized here as “traditional radio,” the trend underscores the ongoing shift toward putting more resources into formats with clearer ROI measurement.

AI adoption is also expanding across marketing workflows. Clutch reports that 61% of marketers now use AI for media planning, data analysis or personalization. Yet most expect to spend less than 20% of their budgets on AI tools, suggesting that businesses view the technology as an efficiency layer, rather than a heavy investment category. “Marketers see AI as practical and useful, but are investing with intention rather than scale,” Peck said.

Despite economic pressures, confidence in marketing strategy remains high. Three in four (76%) marketers say their current mix supports organizational goals. However, proving direct impact on revenue remains a challenge, with a third (34%) reporting difficulties tying their marketing activity to business outcomes in ways that satisfy leadership expectations.

Even so, support for new approaches remains strong. The survey finds 72% of marketers say leadership is open to new initiatives when presented with clear reasoning and projected results. As podcast measurement improves through pixels, conversion APIs, and brand lift studies, the report signals that audio sellers must continue tightening the attribution loop to compete with precision digital channels.

Industry experts cited in the report note that flexibility will be essential moving into 2026. Marketers expect frequent budget adjustments — 85% expect some changes mid-year, with an emphasis on restructuring rather than cutting, as priorities evolve throughout the year. That fluidity aligns with the broader trend toward digital channels that offer rapid measurement and easier optimization.

The findings are based on a survey of 337 marketing professionals in the U.S. during November. See the full report HERE.