[Research Round-Up] Notable Insights from the 2026 Version of “The CMO Survey”

Supply:  “The CMO Survey”

(This month’s Analysis Spherical-Up focuses completely on the 2026 version of “The CMO Survey.” This analysis has been carried out since 2008, and it constantly supplies beneficial details about advertising and marketing spending, practices, and developments.)

The findings of the thirty fifth version of “The CMO Survey” have been revealed close to the top of final month. “The CMO Survey” is directed by Dr. Christine Moorman and is sponsored by Duke College’s Fuqua Faculty of Enterprise, Deloitte, and the American Advertising and marketing Affiliation.

From 2008 by means of 2024, the survey was carried out semi-annually. In 2025, the analysis shifted to an annual survey.

The 2026 survey outcomes are primarily based on responses from 308 advertising and marketing leaders as U.S. for-profit firms. Almost two-thirds of the respondents (65.0%) have been affiliated with B2B firms, and 97% have been VP-level or above. Respondents labored at firms working in 15 business sectors. The 2026 survey was carried out January 7 – January 29, 2026.

Along with general response information, “The CMO Survey” supplies response information by 4 financial sectors (B2B product firms, B2B companies firms, B2C product firms, and B2C companies firms), 15 business sectors, firm measurement, and proportion of on-line gross sales.

The information mentioned on this put up is predicated on the responses of all survey members except in any other case indicated. The chances and different numerical values on this put up are the imply of relevant survey responses, additionally except in any other case indicated.

A Story of Financial Concern

Considerations in regards to the well being of the U.S. financial system echo all through the 2026 version of “The CMO Survey.” In each version of the survey, the researchers have requested members to price their optimism in regards to the U.S. financial system on a 100-point scale, with 100 being probably the most optimistic. The 2026 survey respondents put their stage of optimism at 56.8.

To put this optimism ranking in context, the ranking given by respondents within the June 2020 version of the survey (on the peak of the COVID-19 pandemic) was 50.9. The bottom optimism ranking ever given within the 18-year historical past of “The CMO Survey” was 47.7 in each the February 2009 survey (in the course of the “Nice Recession”) and the February 2013 survey.

There was little distinction within the stage of optimism expressed by entrepreneurs at B2B firms and people at B2C firms.

Financial considerations appear to have had a considerable impression on advertising and marketing budgets. The advertising and marketing leaders taking part within the 2026 survey reported that advertising and marketing budgets represented 9.0% of whole firm income. That was down from 9.4% within the 2025 version of the survey.

The 2026 survey respondents additionally reported that advertising and marketing spending elevated by just one.7% over the 12 months previous the survey. That was the slowest development of promoting spending since 2021.

Financial uncertainty additionally seems to have prompted adjustments in some advertising and marketing priorities. When members within the 2026 survey have been requested how they’re altering their buyer focusing on methods in response to latest adjustments in financial situations, probably the most continuously chosen change – chosen by 43.7% of survey respondents – was “improve our give attention to constructing loyalty / retention of present clients.”

The chances of B2B entrepreneurs who indicated they have been making this alteration have been very related – 43.3% of entrepreneurs in B2B product firms and 42.0% of these in B2B companies firms.

It is noteworthy, nonetheless, that about one-third of B2B survey respondents mentioned they have been making no change of their buyer focusing on methods, in comparison with solely 26.5% of all survey respondents.

Different Notable Findings

Listed below are a number of different findings from the 2026 survey that I discovered notable and fascinating.

Significance of Advertising and marketing Capabilities and Expertise – Survey respondents seen their advertising and marketing capabilities as vital to their firm’s enterprise success (5.9 on a 7-point scale), and 34.5% of the respondents mentioned that “having the best expertise” is crucial issue for driving future income development. However . . .

Spending on Coaching & Growth Is at a 9-Yr Low – Survey respondents mentioned they at present dedicate solely 3.8% of their advertising and marketing price range to coaching and improvement. That is the bottom proportion seen in “The CMO Survey” for the reason that February 2017 version of the analysis.

Use of Generative AI – Survey respondents mentioned their firm is utilizing generative AI applied sciences in 22.4% of its advertising and marketing actions, up from 15.1% within the 2025 version of the survey.

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“The CMO Survey” doesn’t declare that its survey panel is a consultant pattern of all entrepreneurs. So the survey findings can’t be “projected” to all entrepreneurs. Nonetheless, “The CMO Survey” supplies beneficial insights in regards to the present state of promoting, and I like to recommend that you just learn the total survey report.