Gartner Survey Finds Digital Channels Account for 61.1% of Total Marketing Spend

DENVER--(BUSINESS WIRE)--Jun 2, 2025--

Digital channels now account for 61.1% of total marketing spend, according to a survey by Gartner, Inc. This digital dominance is reshaping strategies across industries, with seven out of 10 sectors dedicating more than 60% of their budget to online channels.

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The annual Gartner 2025 CMO Spend Survey of 402 CMOs and other marketing leaders in North America, the United Kingdom and Europe between February and March 2025 found that paid online channels lead the digital mix, accounting for 69% of total digital spend (see Figure 1).

Gartner experts presented the findings today during the Gartner Marketing Symposium/Xpo, which is taking place here through Wednesday.

Paid search is the leading digital channel, increasing its share year-over-year from 13.6% to 13.9% of total digital spend. Digital display advertising has overtaken social advertising for the second spot, growing by 17% year-over-year (YoY) to 12.5%. Social advertising maintains its budget share at 12.2%, reflecting its continued importance in the digital mix.

Despite the growth in digital channels, budget allocations to owned and earned channels have decreased 9% YoY, with email being the exception. Email marketing remains resilient, experiencing a marginal increase and accounting for 7.4% of total digital spend for 2025.

“The increasing allocation towards digital channels reflects a strategic pivot as CMOs recognize the need to adapt to rapidly changing consumer behaviors and technological advancements,” said Ewan McIntyre, VP Analyst and Chief of Research in Gartner Marketing Practice. “With Google's postponement of cookie deprecation, the rise of GenAI, and uncertainties surrounding TikTok's future, marketers are navigating a dynamic digital landscape to keep their strategies effective and impactful.”

Navigating the Impact and Spend of Advertising Channels

CMOs recognize the importance of evaluating channel impact alongside spend (see Figure 2):

“As CMOs maneuver the evolving channel landscape, strategic implications of multichannel plans become paramount. Budget challenges and channel volatility will continue to shape priorities, emphasizing the need for performance-driven strategies,” said McIntyre.

Gartner clients can read more in Insights From the 2025 CMO Spend Survey.

About Gartner for Marketers
Gartner for Marketers provides the objective, expert advice, and proven tools that CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and to stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results. More information on Gartner for Marketers is available online at www.gartner.com/marketing. Follow news and updates from the Gartner Marketing practice on X and LinkedIn using #GartnerMKTG. Members of the media can find additional information and insights in the Gartner Marketing Newsroom.

About the Gartner Marketing Symposium/Xpo
The Gartner Marketing Symposium/Xpo is taking place June 2-4 in Denver, providing marketing leaders with actionable advice about the trends, tools and emerging technologies they need to deliver business results and exceed expectations. Gartner analysts address the biggest opportunities, challenges and priorities marketers face today, including marketing strategy development, marketing analytics and CX strategy. Follow news and updates coming out of the conference on the Gartner Newsroom and on X and LinkedIn using #GartnerMKTG.

About Gartner
Gartner, Inc. (NYSE: IT) delivers actionable, objective insight that drives smarter decisions and stronger performance on an organization’s mission-critical priorities. To learn more, visit gartner.com.

Figure 2. Source: Gartner (May 2025)

Figure 1. Source: Gartner (May 2025)

Russia must be allowed to return to the ice hockey world championships, the Court of Arbitration for Sport ruled on Friday, overturning an exclusion in place since the full-scale invasion of Ukraine in 2022.

The ruling is a major win for Russia against efforts to bar it from international sports due to the war in Ukraine. Russian President Vladimir Putin is a noted hockey fan who has previously played exhibition games with former stars.

CAS overturned IIHF decisions which excluded Russia from events in the 2026-27 season including the men’s and women’s world championships. Russia also missed the Olympics tournaments this year.

Russia's return throws into uncertainty how the men's world championship will work next year in Germany, given that Ukraine has also qualified.

In a brief statement, CAS cited a lack of sufficient evidence to support the IIHF’s security concerns.

CAS said its ruling did not address issues such as whether Russia should be required to play without national symbols as a team of neutral athletes, as in some other Olympic sports, or other “organizational consequences.”

The IIHF expressed disappointment with the ruling and said it “maintains that its decisions were necessary to protect the safety and security of all participants and safeguard the integrity of its competitions."

“While the IIHF respects the authority of CAS and will act in accordance with its ruling, the outcome does not remove the concerns that informed its assessments.”

Russian Sports Minister Mikhail Degtyaryov wrote on the Telegram social media app that CAS “recognized the demands of the Russian Hockey Federation on key points as justified.”

The ruling is an immediate challenge for new IIHF President Franz Reindl, whose home country of Germany hosts the men's world championship next year.

The German hockey federation chairman Frank H. Lutz said on Friday that Germany remains opposed to letting Russia take part and that “allowing Russia in has significant security, political and financial consequences for us as hosts.”

It's not clear how Russia would fit back in, since the draw has already been made.

Adding an extra team would make for uneven groups and an even longer tournament to fit in more games.

Kicking out a qualified team to make way for Russia would risk a backlash, especially if that team is Ukraine. It was last to qualify for the men's worlds, ending a 20-year wait, and is ranked lowest among the 16 teams currently taking part.

The Ukrainian Hockey Federation did not immediately respond to a request for comment. The IIHF signaled “practical arrangements” would be decided after it has assessed the ruling.

The first tournament where Russia could return is the men's world junior championship in Edmonton and Red Deer, Canada, starting on Dec. 26.

Other events covered by the ruling are the women's world championship in Canada next year and under-18 world championships in 2027 in Minnesota and the Czech Republic.

In the history of the men’s worlds, Russia’s or the Soviet Union’s 27 titles are second only to Canada’s 28. Russia last won the gold medal in 2014.

Since 2022, Russia has organized exhibition games with developmental rosters, mostly against neighbors Belarus and Kazakhstan. The IIHF has also excluded Belarus, citing the same concerns as it did for Russia. There was no mention of Belarus in the CAS ruling on Friday.

See AP’s full sports coverage here

FILE - Russia players celebrate during the Ice Hockey World Championship group A match between the Russia and Sweden in Riga, Latvia, May 31, 2021. (AP Photo/Roman Koksarov, File)