B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Current

60%

60% -- share of marketing payback from long term brand building for IPA effectiveness cases (2026)

Name: Share Of Marketing Payback From Long Term Brand Building Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-28

2026 · Les Binet and Peter Field / IPA

60% of total marketing payback comes from long-term brand building rather than short-term activation.

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Attribution: Les Binet and Peter Field / IPA View source

Lighthouse Research Team

Last verified: 2026-09-28 · How we verify data →

Source verified Evidence graded

Value

60%

Unit

Percentage

Data Vintage

2026

Entity

IPA effectiveness cases

Geography

Global

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Les Binet and Peter Field / IPA Primary Tier B

https://basa-studio.com/stories/roi-cultural-brand-building ↗

Confidence: 53/100 Vintage: 2026 Channel: Common Crawl

Source Article

ROI of Cultural Brand Building

Original Research

Les Binet and Peter Field / IPA · Original study ↗

Methodology

Les Binet and Peter Field analysis of thousands of IPA effectiveness cases

Methodology documented

Segmentation

IndustryAll RegionGlobal RoleAll marketers Channelmulti-channel

Cite this stat

Plain Text

IPA effectiveness cases: 60% share of marketing payback from long term brand building. Source: Les Binet and Peter Field / IPA (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/binet-field-60-percent-long-term-payback

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<blockquote cite="https://lighthousedata.io/data/binet-field-60-percent-long-term-payback" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- share of marketing payback from long term brand building for IPA effectiveness cases<br><small>Source: Les Binet and Peter Field / IPA (2026) · <a href="https://lighthousedata.io/data/binet-field-60-percent-long-term-payback" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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