The share of brand impact created by channels working together has more than doubled since 2014
StatBrand Strategy
Synergy effects, the share of campaign impact on brand KPIs created by exposure to multiple channels, accounted for 18% of brand impact before 2014. Across 2020 to 2025 they account for 43%. Channels working together now produce more than twice the share of impact they used to.
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 10, p. 17, 10 Charts 2026 (Kantar UK), Kantar Global LIFT+ database
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