Broad-reach advertising has a typical short-term sales elasticity of about 0.0008 - statistically zero - while search and performance elasticities run 10-20x higher.
0.0008
broad-reach elasticity
10-20x
search/performance elasticities
StatBrand Strategy
The typical advertising elasticity of broad-reach media is ~0.0008 - statistically zero in short-term sales. You cannot see your best advertising working in weekly numbers; measure the memories of the 95% instead. Search/performance elasticities run 10-20x higher only because they harvest the in-market 5%.
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Uncensored CMO: Byron Sharp vs Mark Ritson - 5 big marketing truths we agree on (2026)
Jon Evans (host); Byron Sharp, Mark Ritson
00:40:30, Byron Sharp
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