The news: UK marketing budgets contracted in Q1 2025 for the first time in four years, with firms cutting spend 4.8% amid economic uncertainty and rising costs—reversing the modest 1.9% growth seen in Q4 2024, according to the IPA Bellwether Report.

• The retreat reflects a “wait and see” posture in response to inflation, geopolitical concerns, and what several respondents described as the disruptive economic influence of President Donald Trump’s policies.
• Traditional media advertising saw the sharpest pullback (6.7%), while out-of-home, audio, print, and video all reported declines.