Observed Signal · Sep 21, 2026 · Policy Update · Source: The Drum · Impact: 2/5 · Sentiment: Negative
Media Efficiency Market: UK Marketers Face Golden Quarter Advertising Waste
Epsilon research warns that despite high marketer confidence, the 2026 Golden Quarter will see intensified competition and significant advertising waste. 93% of UK marketers expect peak sales to exceed last year, and 89% anticipate budget increases, but consumers are cutting back on non-essentials. Marketers consolidate spending on a few platforms, increasing duplication and inefficiency. The article advises setting clear campaign goals, leveraging cross-channel identity to control frequency, and exploring less competitive periods like Boxing Day.
Industry research report providing insights into advertiser behavior and potential waste, but not a specific product launch or major platform change.
Wichtigste Kernpunkte & Evidenz
- 93% of UK marketers expect Q4 peak sales to outperform last year.
- 89% of UK marketers expect marketing budgets to increase in H2 2026.
- 82% of marketers concentrate investment across just three major platforms.
- Worldpanel by Numerator reported a record 23 million UK ad-supported streaming subscriptions in Q3 2025.
- 79% of marketers are pushing more into performance and direct response.
Verknüpfte Unternehmen
3 verknüpfte UnternehmenEpsilon
Identitätsbasierte AdTech- und MarTech-Plattform für globale Unternehmen.
“Esme Robinson of Epsilon explains how to avoid wasted marketing budget....”
Tubi
Tubi monetisiert werbefinanziertes Streaming durch skalierbare Video-Werbeplätze für globale Marken und Media-Einkäufer.
“...including services such as Prime Video and Tubi....”
Prime Video
Hybride Streaming-Plattform mit Abonnements, Leih- und Kaufoptionen, Channels und Videowerbung.
“...including services such as Prime Video and Tubi....”
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