Alcoholic drink brands allocate the most to TV

Marte Aune

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

Successful toiletry & cosmetic brands allocate two-thirds of their budget to digital, the highest share across 13 sectors, 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 data from over 1,400 case studies. On average, toiletry & cosmetic brands allocate 67% of their budget to digital, followed closely by transport & tourism brands (61%).

The overall proportion spent on out-of-home (OOH) has not changed significantly since 2010, typically accounting for around 13% of media allocation. However, effective government & non-profit campaigns spend...

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