Judge a channel on brand contribution and cost effectiveness together, never one alone
PrincipleBrand Strategy
Judge a channel on brand contribution and cost effectiveness together, never one alone
Channels differ on two axes that have to be read together: how much brand building they contribute and how cost effectively they do it. TV and point of sale deliver high contribution, Facebook, TikTok and YouTube deliver high cost effectiveness, and cinema, outdoor and newspapers sit low on both.
Source
10 Charts to Make You a More Effective Marketer, 2026 Edition - Kantar UK Marketing Effectiveness Practice (2026)
Kantar UK Marketing Effectiveness Practice; foreword by Simon Atherley, Head of Marketing Effectiveness
Chart 09, p. 15, 10 Charts 2026 (Kantar UK), Kantar global LIFT+ (CrossMedia) database, 975 campaigns 2020-2025 Q3
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StatMarketers and CFOs disagree by 28 points about whether marketing drives long-term growthStatStrong brands outperformed both the S&P 500 and the MSCI World index over nineteen yearsStatConsumer predisposition pays in volume, growth and price simultaneouslyStatPricing power comes overwhelmingly from meaningful difference rather than salienceStatBrands with strong pricing power are measurably more resilient to price increasesStatCreative quality is the largest profitability multiplier a marketer can actually changeStatStrong creative content returns four times the marketing investment behind itStatPaid media accounts for under a third of what builds brand equityStatWell-branded creator content delivers over 60% more brand impact than weakly branded contentWarningNearly three quarters of creator content fails to link back to the brand paying for itStatIntegration lifts brand impact by 30%, integration plus channel customisation by 57%StatThe share of brand impact created by channels working together has more than doubled since 2014