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, the higher the proportion allocated to TV. 

  • Campaigns use TV to increase market share whilst digital is used to spread the word.

The report is based on analysis of more than 1,400 case studies in WARC’s database containing media allocation data and a budget total.

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Sourced from WARC