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)

Troy Jackson, a former state legislator, moved into a strong position to replace Graham Platner as the Democratic candidate for U.S. Senate in Maine after several of his opponents dropped out Sunday.

The quick change in the landscape of the race came on a weekend when party committees across the state began choosing delegates for a nominating convention that will meet July 25 to select a new candidate to face Republican U.S. Sen. Susan Collins in November.

Between Saturday and Sunday. Troy Jackson’s campaign touted they had secured hundreds of delegates who had promised to back him at the convention, including all of their preferred delegates for Maine's most populous county, Cumberland.

His strength caused an exodus.

Maine's Secretary of State, Shenna Bellows, withdrew Sunday morning, saying Democrats didn't have “a day to waste in unifying" around the goal of defeating Collins.

Nirav Shah, former director of Maine’s Center for Disease Control and Prevention, dropped out and endorsed Jackson in the early evening. He was quickly followed by Dan Kleban, the co-founder of Maine Beer Company, and Jordan Wood, both of whom also endorsed Jackson.

With all of his most formidable opponents out, Jackson looked tough to beat at next weekend's convention.

The Democrats have been scrambling to pick a new candidate after Platner, who won the Democratic primary, then withdrew from the race this month. Platner had electrified some progressives, but his campaign collapsed after several women complained about his behavior, including one former girlfriend who accused him of sexual assault. Platner denied the allegation.

Our Revolution, a progressive organization founded by Sen. Bernie Sanders of Vermont that had originally backed Platner, threw its support behind Jackson.

Jackson, 58, was a logger before he became a politician. He was elected to the state legislature in 2002 and ultimately became the president of Maine's senate. He left office in 2024 due to term limits.

Jackson unsuccessfully ran to be the Democratic nominee for governor earlier this year with Platner's backing, but wasn't successful.

From podium left, U.S. Senate candidates Shenna Bellows, Troy Jackson, Dr. Nirav Shah, and Jordan Wood talk with moderator Phil Hirschkorn at WCSH-6 before a televised debate at the WCSH-6 studio Thursday, July 16, 2026, in Portland, Maine. (AP Photo/Robert F. Bukaty)

U.S. Senate candidate Troy Jackson takes part in a debate at the WCSH-6 television studio, Thursday, July 16, 2026, in Portland, Maine. (AP Photo/Robert F. Bukaty)