Brands who hesitate risk being left behind
Live events are not just a “nice to have” in the marketing mix. They are one of the most powerful drivers of brand growth — and the latest IPA Bellwether Report confirms it.
In Q1 2026, events emerged as the strongest performing marketing discipline, with brands increasing investment faster than in any other channel. The message from the market is clear: experiential marketing is not optional — it’s essential.
Events lead all channels for marketing spend growth
According to the latest Bellwether data, marketing budgets across the UK have returned to growth, with a net balance of +7.3% of companies increasing spend. What’s striking, however, is where that money is going.
Events recorded a net balance of +14.7%, a dramatic jump from just +1.4% in the previous quarter — and comfortably ahead of every other marketing category.
Other channels did see increases, including
- Public relations at +6.0%
- Main media advertising at +4.5%
- Direct marketing at +3.6%
- Sales promotions at +2.7%
But none came close to matching the pace or scale of growth seen in live events.
This isn’t a short‑term spike — it’s a decisive shift.
Experience is outperforming exposure
What’s driving this acceleration? Engagement.
While digital and social channels continue to play a vital role, brands are increasingly questioning whether reach alone delivers enough impact. The Bellwether data shows a clear divide inside the media landscape:
- Online video and digital advertising continue to grow
- Traditional channels such as out‑of‑home, print and audio remain in decline
In contrast, live events offer something others can’t: meaningful, memorable, human connection — at scale.
They allow brands to:
- Create emotional impact
- Drive deeper engagement
- Build long‑term brand equity
- Generate content, data and advocacy beyond the event itself
In a crowded, algorithm‑driven marketing world, experiences cut through.
Investment confidence is growing — even in uncertain times
What makes this growth even more significant is the broader economic context.
With UK GDP forecasts downgraded and business investment expected to remain flat, you might expect brands to pull back. Instead, the opposite is happening.
Marketers are prioritising channels that deliver real value, choosing to invest where they see the strongest returns in brand-building and audience connection. Events are leading that charge.
Looking ahead, marketing budgets are expected to continue rising into the 2026/27 financial year, with advertising spend forecasts also strengthening. The implication is clear: brands aren’t cutting ambition — they’re sharpening it.
The investment world is taking notice too.
It’s not just brand budgets that reflect this momentum. Recent months have seen increased M&A and venture capital activity across the events and experiential sector.
From agency acquisitions to platform investment and strategic mergers, investors are clearly backing businesses positioned to capitalise on growing demand for live, immersive brand experiences.
This level of confidence reinforces what we’re seeing on the ground: experiential isn’t a trend — it’s a structural shift.
Why this matters now for your brand
For brands considering whether to “wait and see,” the Bellwether results send a clear warning.
As more businesses invest in live experiences:
- Audience expectations will rise
- Competition for attention will intensify
- Late adopters will have to work harder — and spend more — to catch up
Those acting now have the advantage: the ability to build standout experiences, learn faster, and embed live events at the heart of an integrated marketing strategy.
Don’t miss the moment
At Chameleon Live, we see first‑hand how powerful live events can be when they’re strategically designed, brilliantly executed and fully integrated into the wider marketing mix.
The data now backs up what we’ve long believed: live events don’t just support marketing — they lead it.
If your brand wants to create impact, relevance and lasting connections in 2026 and beyond, now is the time to act. Of course, we have our team of problem solvers and idea generators on hold to help.
The brands investing in live experiences today are likely to be the ones audiences will remember tomorrow.
