The biggest determinant of media allocation is budget. TV dominates in high-budget campaigns and digital is most important in low-budget campaigns, according to the latest data from WARC’s Media Allocation Benchmark.

Why it matters

Majority of campaign media spend goes towards digital and/or TV. Gaining the right balance of TV, which delivers reach, and digital, which supplements reach and facilitates personalised targeting, is a critical component of media allocation.

Takeaways

• Low-budget campaigns allocate 61% of the media budget to digital.
• High-budget campaigns allocate the same proportion to TV (60% when budgets are between $10-20m and 61% when budgets are...