APMA Report: UK Affiliate Spend Hits £1.78bn as Brands Prioritize ROI <a>

Advertiser Spend Reaches £1.78 Billion

The affiliate and partner marketing sector reached a valuation of £1.78 billion in advertiser spend according to the APMA "State of the Nation" report, published on May 15, 2026. Data analyzed by Derek Grant, VP Operations and General Manager UK at Tradedoubler, indicates that brands are reallocating digital media spend toward performance-based channels during periods of economic uncertainty.

The industry drove £20.7 billion in revenue across 357 million individual transactions. Advertisers are migrating toward these channels because performance-based payout models mitigate financial risk.

Affiliate ROI Outpaces Paid Search and Social

APMA data shows that affiliate marketing maintains a competitive advantage in Return on Investment (ROI). Tradedoubler’s analysis finds that the channel delivers an average return of £15 to £16 for every £1 spent. This efficiency outpaces other major digital marketing categories:

• Paid Search: Returns approximately £4–£8 per £1 spent.
• Paid Social: Returns approximately £2–£5 per £1 spent.
• Display/Programmatic: Typically ranges between £2–£4 per £1 spent.

Advertisers prioritize affiliate budgets due to this discrepancy in efficiency. Because every pound remains under scrutiny, the accountability of the Cost Per Acquisition (CPA) model provides a reliable option for brands requiring guaranteed outcomes.

Broadening the Partner Mix

The report identifies a shift in industry composition. Historical perceptions of affiliate marketing centered on voucher codes and cashback, but the current landscape includes a diverse range of contributors.

A broad mix of partners, including content creators, Comparison Shopping Services (CSS), technology partners, and vertical-specific specialists, drives current growth. This diversification allows brands to utilize affiliate marketing across the entire customer journey. By integrating creators and technology partners, advertisers reach audiences that traditional display advertising no longer captures effectively.

The APMA report establishes a benchmark for industry resilience. As brands navigate unpredictable market conditions, they are making a long-term pivot toward measurable, performance-linked spending.