Forrester is out with a new report which finds that 81% of marketers say their firms plan to increase their principal media buying—acquiring media directly from agencies--in 2026. The finding is based on a third quarter “CMO Pulse Survey” taken by the research firm. 

The finding comes as a slight majority of marketers—52% according to Forrester—expect tighter budgets this year. Forrester also cited a 2024 study by the Association of National Advertisers that found that nearly half of all marketer members reported using principal media in the previous 12 months. 

The practice is seen by some as controversial because most agencies buy the media they resell at discounted rates and don’t disclose the markups or profit margins on such sales. 

But the report declares that principal media “is now a business mainstay” that is beneficial to both buyers and sellers. Up to a point. For marketers, it can be an efficient way to buy media and provides agencies with an added revenue stream. 

But Forrester—which interviewed dozens of agencies and marketers for the report—advises that marketers put a cap on their principal media buys of between 10% and 20% of their total spending budgets.  

“This prevents overreliance and ensures that the majority of media spending remains flexible,” the report states. “It also forces prioritization—principal media should be used  where it adds the most value, not indiscriminately.”  

Forrester also urges marketers to maintain the same set of KPIs for principal trading as it does for the bulk of its media purchases.  

Some channels are better suited for principal buys including linear TV, CTV and programmatic display that provide broad audiences and contextual environments, per the report.  

The report urges agencies to provide a “clear business case” for each principal buy. Also, performance outcomes should be presented as the primary value. “The point isn’t cheap CPM’s,” the report asserts, “it’s affording enough impressions to drive the desired outcome.” 

And clients should opt in to principal media at the overall contractual level.  

Forrester also recommends that agencies maintain separate planning and buying teams for principal media to avoid possible conflicts of interest.  

The full report is for Forrester clients but can be purchased here.