Media allocation report

Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.
  • This report describes the average media allocation of WARC case studies between 2009 and 2019, against budget, sector and economic status.
  • Each chart shows the average allocation to TV, digital, OOH, print and 'other' spend, and finds: successful brands now spend more than 80% of their budgets on television and digital channels combined.
  • The biggest determinant of media allocation is the size of the budget.
  • Campaigns with higher TV allocations often use storytelling as the creative strategy....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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