B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
1%
1% -- annual roi decline rate for Average advertising ROI across all channels (53 matched brands) (2018-2023)
The average ROI of advertising across all channels declined by 1% per year when comparing pre-Covid to post-Covid periods among 53 matched brands.
- Based on a matched sample of 53 brands with like-for-like market mix modelling available pre- and post-Covid
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
1%
Unit
Percentage
Data Vintage
2018-2023
Entity
Sample Size
53
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker UK (published by Thinkbox)
Primary
Tier A
https://www.thinkbox.tv/research/thinkbox-research/profit-ability-2-the-new-business-case-for-advert… ↗
Source Article
Profit Ability 2: The new business case for advertising
In Brief
For a multitude of businesses, advertising is about creating the profit that helps them grow, which in turn helps the economy grow. If advertising doesn’t do that, it’s largely pointless.
Thankfully, advertising does create profit. But convincing senior company management can be a challengi…
Original Research
Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker UK (published by Thinkbox)
· Original study ↗
Methodology
Like-for-like pre-Covid (52-week results ending 2018-Q1 2020) vs post-Covid (projects ending 2022-2023) comparison of 53 matched brands; decline of 1% per year in average efficiency
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Average advertising ROI across all channels (53 matched brands): 1% annual roi decline rate. Source: Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker UK (published by Thinkbox) (2018-2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/advertising-roi-annual-decline
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<blockquote cite="https://lighthousedata.io/data/advertising-roi-annual-decline" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>1%</strong> -- annual roi decline rate for Average advertising ROI across all channels (53 matched brands)<br><small>Source: Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker UK (published by Thinkbox) (2018-2023) · <a href="https://lighthousedata.io/data/advertising-roi-annual-decline" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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