Business
Gartner Marketing Survey Finds Awareness and Conversion Account for 62.6% of Total Media Spend
DENVER, June 08, 2026--Awareness and conversion now account for 62.6% of total media spend, as CMOs shift budget toward acquisition and digital channels in pursuit of growth, according to a survey by Gartner, Inc., a business and technology insights company.
About this update from Gartner, Inc.
Analysts Explore Strategic Implications of AI-Driven Shifts Toward Digital, Acquisition and Human Capability During Gartner Marketing Symposium/Xpo, June 8-10, in Denver DENVER, June 08, 2026--(BUSINESS WIRE)--Awareness and conversion now account for 62.6% of total media spend, as CMOs shift budget toward acquisition and digital channels in pursuit of growth, according to a survey by Gartner, Inc., a business and technology insights company. Gartner analysts are discussing the key issues facing CMOs during Gartner Marketing Symposium/Xpo, taking place here through Wednesday. The survey showed that labor is claiming a larger share of marketing budgets, underscoring that AI value depends on people, skills and execution, not just technology. The annual Gartner 2026 CMO Spend Survey was conducted January through March 2026 among 401 CMOs and other marketing leaders in North America, the United Kingdom and Europe across different industries, company sizes and revenue, with the vast majority of respondents reporting annual revenue of over $1 billion. "As AI reshapes the marketing mix, many CMOs are channeling more investment into digital channels and customer acquisition in pursuit of growth," said Ewan McIntyre, VP Analyst and Chief of Research in the Gartner Marketing practice. "However, AI is not a shortcut around marketing capability. The organizations that will pull ahead are those that pair AI investment with the people, processes and discipline required to turn it into business results." AI Accelerates Shifts Toward Digital and Acquisition CMOs are rapidly shifting budget from offline to digital channels, with digital media now representing more than two-thirds of total media investments in 2026, up 18% since 2024. AI is a key driver of this shift, with CMOs citing enhanced personalization and the need to prioritize channels that can be effectively AI-optimized among the biggest influences on their channel mix. The survey also shows CMOs are prioritizing customer acquisition over loyalty and retention. As previously stated, awareness and conversion now account for 62.6% of total media spend, a rise of over 10% since 2024, while spending on customer loyalty and retention has declined 29% over the same period to less than 15% of total media spend. However, the most AI-mature marketing organizations allocate a larger share of budget to c...