Media Allocation

See how the world‘s most successful campaigns allocate their media spend

Find the typical media split from the WARC database

WARC has analysed the media allocations of campaigns in the WARC database to identify the typical budget split of highly successful campaigns.

Budget is a key driver of media allocation – the higher a campaign‘s budget, the more likely it is to focus on TV as its lead channel. Low-budget campaigns tend to spend heavily on digital channels.

The budget allocated to TV by medium-budget and high-budget campaigns is far higher than overall adspend data would suggest.

More on planning media expenditure

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