Paid media accounts for under a third of what builds brand equity
StatBrand Strategy
Average global impact on brand equity splits as earned exposures 39%, paid media exposures 29% and owned experiences 27%. The touchpoints a brand does not buy contribute more to equity than the ones it does.
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 05, p. 11, 10 Charts 2026 (Kantar UK), Kantar Connect Database Global, 700 projects
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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 itStatWell-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 2014PrincipleCutting spend in half protects a brand far better than switching it off