Digital dominates low budget campaigns but TV leads for high budgets

A summary of the average media allocation by budget based on an analysis of WARC's effectiveness case studies from 2009-2019.

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...