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.
Key Takeaways & Evidence Grounding
- 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.
Connected Companies & Entities
3 Entities mappedEpsilon
Identity-driven adtech and martech platform for enterprises.
“Esme Robinson of Epsilon explains how to avoid wasted marketing budget....”
Tubi
Free AVOD streaming service and owned CTV advertising platform.
“...including services such as Prime Video and Tubi....”
Prime Video
Hybrid streaming platform with subscriptions, rentals, channels and video advertising.
“...including services such as Prime Video and Tubi....”
Ontology Mapping & Concepts
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