Digital dominates low budget campaigns but TV leads for high budgets | WARC | The Feed
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Digital dominates low budget campaigns but TV leads for high budgets
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
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