Creator ads have overtaken linear TV as the channel with the highest long-term multiplier
StatPaid Media
Creator ads now carry the highest long-term multiplier of any channel at 3.35, ahead of linear TV at 3.27, streaming at 2.56, outdoor at 2.33 and online video at 2.2. The multiplier is total effect divided by short-term effect, so it measures how much of a channel's work arrives after the campaign.
Source
Meta, Top Trends 2026 - Marketing trends to help you win in 2026 (2026)
Meta
Meta, Top Trends 2026, Trend 10 (Creator ads coronation), s. 14; IPA, 'Beyond Engagement - Understanding Influencer Payback', October 2025
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