As advertisers head into 2026, a renewed focus on premium media is emerging as a defining trend, driven by growing concerns that years of chasing short-term performance have weakened long-term brand value.
New research released by a recent WARC report suggests marketers are beginning to reverse a prolonged shift toward low-cost, high-reach digital buying, and are instead reassessing where and how their ads appear. The move comes amid mounting evidence that cheap reach may deliver immediate metrics but often fails to build trust, brand perception, or sustained consumer intent.
According to WARC’s report, performance-led advertising budgets grew by 19% between 2019 and 2024, while investment in brand-building declined by 12% during the same period. Industry analysts warn this imbalance has created what they describe as a “doom loop”, where short-term optimization erodes brand equity and ultimately reduces long-term returns.
However, signs of a correction are becoming visible. Data from the UK’s Incorporated Society of British Advertisers (ISBA) shows marketers plan to redirect a greater share of budgets toward brand activity in 2026, signalling a shift in mindset as economic pressures ease and long-term growth returns to the agenda.
What defines premium media?
The WARC’s research sought to clarify what “premium media” actually means—an area where the industry has long lacked consensus. The study combined expert interviews, consumer surveys across the UK, France and the US, and semiotic analysis of more than 70 media outlets, followed by controlled testing of ad placements across premium and non-premium environments.
The findings define premium media as a combination of media brand and media environment. Media brand refers to the reputation, credibility and trust audiences associate with a platform before engaging with its content. Media environment captures the on-site experience, including content quality, design, navigation and how seamlessly advertising integrates with editorial material.
Rather than a binary distinction, the report argues that media outlets exist along a spectrum of premium quality, determined by how strongly they perform across both dimensions.
Stronger impact across the funnel
Testing showed that ads placed in premium media environments delivered a measurable halo effect. Premium placements were 1.5 times more effective at improving positive brand perception and 1.3 times more effective at driving purchase intent compared to lower-quality environments.
The research also found that premium publishers outperformed less premium platforms across the marketing funnel—from awareness to consideration and intent—while often doing so at a lower overall cost, challenging assumptions that premium media is inherently less efficient.
Implications for 2026 planning
As advertisers plan for 2026, the findings suggest context and environment are likely to regain importance alongside reach and cost efficiency. With brand investment rising again, marketers are expected to pay closer attention to where their messages appear, not just how many people see them.
Industry executives say the shift could strengthen the broader media ecosystem by rewarding quality publishers, improving audience experience, and restoring balance between short-term performance and long-term brand growth.
In a year where value is set to define media decisions, premium environments may once again take centre stage in advertising strategies worldwide.
