Successful brands spend 80% of their budgets on TV and digital channels, according to the latest Media Allocation Benchmark report from WARC – a slight dip on the 82% registered in last year’s study.

• Digital media continue to receive larger portions of the media budget. In 2019, an average of 65% of media budgets were allocated to digital and 15% to TV.
• OOH budget allocation has not significantly changed since 2010, typically receiving just over one tenth of the media budget.
• The biggest determinant of allocation remains budget, with low-budget campaigns prioritising digital channels. The higher the budget,...