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.
Most of...