The 2026 Marketing Spend Decision Report reveals how exhibitors are allocating their marketing dollars and which channels continue to drive the greatest impact.

And the trend is clear: since 2016, the average number of B2B exhibitions companies participate in each year has steadily increased, while the median has been steady, a signal that face-to-face is central to integrated marketing strategies.

From exhibitions to digital, this report breaks down where budgets are holding steady, where they’re shifting, and what it means for the year ahead.

In this report, you’ll learn:

• Where exhibitions rank among total marketing spend, and why
• How exhibitors are balancing in-person and digital investments
• Where budgets are increasing, holding, or being cut in 2026
• How participation levels, booth sizes, and event strategies are evolving

This report is complimentary with IAEE membership and $149 USD for non-members.