Australian marketing leaders are optimistic about 2026 and intend to increase their media spend, looking to again invest in brand building.
The 2026 Australia Media Budgets Survey shows 61% planning to grow media budgets, which is 12 percentage points higher than the global average.
The findings of the survey, a partnership between the Australian Association of National Advertisers (AANA), the World Federation of Advertisers (WFA) and Ebiquity, reveal a determined move to long-term brand building and deeper technological integration.
The report, which created Australian benchmarks alongside 15 other country trade bodies, indicates that despite economic caution, Australian marketers are confidently investing to stay ahead of inflation and position themselves for sustained growth.
"After a challenging year for so many brands, it is reassuring that marketers are optimistic about 2026, with plans to grow their marketing budgets. Australia is leading the charge on the rebalance to more brand activity, while driving a deeper integration as we lean into the greatest technological disruption of our time,” said AANA CEO Josh Faulks.
The survey shows Australia spearheading a global rebalancing back to branding activity for long-term growth over immediate sales.
A majority (91%) of Australian marketers plan to drive deeper integration between media and creative functions.
This emphasis on structural change is a direct response to the impact of artificial intelligence (AI) and increased market complexity.
"With disruption and the adoption of AI demanding a new level of agility, it is no surprise Australian marketers will drive deeper integration between media and creative in 2026,” said Faulks.
The survey received 23 responses from Australian marketers with a combined ad spend of $686 million.
A slide form the study:
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