Most Marketers Plan More Principal Media Buying In 2026

by Steve McClellan , January 19, 2026

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 …