How marketers should really feel about the second half of 2026

The latest IPA Bellwether report reveals an optimistic advertising industry continually mired by broader geopolitical turmoil. Marketers want to spend, but are being hampered by conditions beyond their control – leaving much of the industry stuck in a state of uncertainty and subsequently, feeling unsure about their future prospects.

In this episode of the Performance Marketing Unlocked podcast, PMW's Editor Robin Langford and Senior News Reporter Bethany Lee joined host Joe to analyse the deeper meaning behind the IPA's latest figures. The trio talk consumer sentiment, the opportunities and threats that come with AI, and whether or not marketers should be more buoyant about the months ahead.

This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.

~ Episode breakdown ~

(4:28) Analysing the IPA Bellwether's top-line takeaways

(8:55) Which channels are an opportunity and which are a waste?

(16:45) Are we ignoring consumers?

~ Further reading ~

IPA Bellwether: UK adspend enjoys second successive quarter of growth, up 6.9%

IPA Bellwether: ‘There's just too much competition’

IPA Bellwether: ‘We must move beyond isolated channel performance’

IPA Bellwether: Is AI starting to disrupt adspend?

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