TV 59% awareness vs social 41% intent
StatBrand Strategy
TV builds awareness while YouTube and social skew toward purchase intent
Different channels do different jobs across the funnel. Of TV's brand impact, 59% lands on awareness and only 9% on purchase intent. For YouTube the split is 41% awareness and 35% purchase intent, and for social media 34% awareness and 41% purchase intent.
Source
The Effectiveness Equation - Google Market Insights EMEA, with Kantar, Nielsen, Ekimetrics, Ipsos MMA, the Behavioural Architects and WARC (2025)
Michal Protasiuk, Ahmet Bas, Jonas Christensen, Vanessa Bruns, Emily Allen and Jonny Protheroe (Google Market Insights, EMEA)
Figure 13, p. 40, The Effectiveness Equation (2025), Google-commissioned Nielsen MMM meta-analysis, 20 CPG and non-CPG brands, 2020-2022
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PrincipleMarketing measures itself on only one side of the profit equationStatMost organisations have no agreed definition of what marketing effectiveness meansStatBrands with pricing power command roughly twice the price of brands without itStatPricing power comes from meaningful difference, not from salienceCaseA UK skincare brand turned a 2% revenue increase into 7% by lowering its price elasticity firstPrinciplePromotion-heavy communication raises price sensitivity; balanced brand building lowers itStatPricing power and resistance to price rises correlate strongly and measurablyStatHalf of advertising's sales effect arrives after the fourth monthStatMedia returns peak with roughly half to sixty per cent of the budget in brand buildingStatRaising brand awareness lifts short-term sales as well as long-term onesWarningWinning back share costs nearly twice what cutting the budget savedWarningEvery dark quarter costs future revenue that takes years to rebuild