Budgets/Spending/Market Size

Economic uncertainty has disrupted marketing throughout 2025, and it looks poised to continue into the new year. That volatility makes it particularly difficult for companies to plan for the future.

Strategic spending and regional divides shape seasonal shopping outlook.

Functional soda is becoming an increasingly crowded market. Get a glimpse of how three key brands are ranking in share of shelf.

BirdDog and Keen Decision Systems identify how mid-market companies are allocating budgets, adopting tactics and seeing the strongest returns.

BirdDog's Shaun Brown shares research findings and best practices for investment.

Numerator data shows a more cautious consumer mindset shaping purchase patterns and brand expectations.

Brand investments in social media and retail media continue to rise, while the commitment to AI is surging, according to findings from part two of P2PI's 2025 Trends Report.

Manufacturers should invest their dollars in a few key areas for success this year, writes Bradley Keefer of Keen.

The playbook provides the tools, frameworks and strategies required to stay competitive and make better data-driven decisions.

P2PI released multiple research reports on the state of retail media, Meijer added new digital ad placements, and Dollar General leaned into experiential sampling.