WARC’s new Media Allocation Benchmarks report found that TV was preferred medium for high budget advertising investments.
The new study by WARC states that most successful brands spend 82% of their budgets on a combination of TV and digital campaigns. The size of the budget played an essential role in determining the media format with successful low-budget campaigns being highly focused on digital.
Higher budget campaigns accounted for more than 60% of “prize-winning brand’s advertising investment.” Prize-winning storytelling campaigns assign around 44% of their campaign budgets on TV.
This piece states that storytelling was often used as a creative strategy for campaigns that had higher budget allocations for TV. WARC studied over 1,130 cases with budget and media allocation for TV digital, OOH, print and other media, between 2009 and 2018.
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