What was the minimum spend commitment from advertisers on ChatGPT ads? Which marketing spend category was the standout performer in Q1 of 2026? What is the percentage of active social media users in the UK in 2026?

In this quiz edition of The MadTech Podcast, ExchangeWire's head of marketing, Grainne Reid, is joined by COO Lindsay Rowntree and head of content, John Still. They look into advertising on AI platforms, the latest IPA Bellwether Report, and the decline of social media use in the UK.

Price drops for ChatGPT ads 

OpenAI is lowering the price of ads on ChatGPT as it pushes forward with its advertising pilot. At the time of the pilot launch over two months ago, the price sat at a cost-per-mille (CPM) of USD$60 (£44.35). Now, advertisers are reporting much lower rates. 

This comes shortly after OpenAI lowered the spend threshold for advertisers to take part in the pilot. Advertisers now only have to commit $50,000 (£11,085), a significant drop from the $250,000 (£18,474) required at the pilot’s launch in mid-February. 

Marketing budgets revised up to highest level in almost two years 

In Q1 of 2026, the latest IPA Bellwether Report saw a notable upbeat start to the year for UK marketing investment. Based on a panel of around 300 senior marketers, the report shows businesses increasing budgets at the fastest rate in nearly two years, despite wider geopolitical and economic uncertainty.

Total marketing budgets recorded a net balance of +7.3% in Q1, a notable rebound from Q4 2025’s stagnation. Events emerged as the standout performer, surging to a net balance of +14.7%, while PR extended its long-running growth streak at +6.0%.

Main media advertising also returned to growth (+4.5%) after three quarters of inertia, driven by a rebound in video and sustained strength in online channels. However, out-of-home, published brands, and audio budgets all continued to contract, underscoring an ongoing recalibration within the media mix.

Active UK social media users decreasing

Ofcom research recently found that the active number of social media users in the UK is decreasing. In 2024, 61% of the population’s social media users would post, share, and comment. In 2026, that figure has dropped to 49%.

Furthermore, only 59% of UK adults believe that the Internet's benefits outweigh the risks, compared to 72% in 2024. The belief that social media is good for your mental health has also fallen from 42% to 36%. Meanwhile, AI adoption is rising fast, with adoption jumping from 31% to 52%.