Digital dominates low budget campaigns but TV leads for high budgets

A summary of the average media allocation by budget based on an analysis of WARC's effectiveness case studies from 2009-2019.

On average, low-budget campaigns spend three-fifths (61%) of the media budget on digital, according to data from WARC's latest Media Allocation Benchmarks. The report is based on data from WARC's case study database of successful campaigns and includes data from over 1,400 case studies.

There is a clear correlation between spend on TV and budget size; as the budget increases, TV receives an increased proportion of the budget. Simultaneously, the proportion of the budget allocated to digital decreases. The findings indicate that when larger budgets are available, TV often sees the majority of that investment.

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