B
Evidence Grade B
Graded
under review
Safe to Cite
Current
60%
60% -- brand building budget share for marketing budget allocation (Binet & Field model) (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
60%
Unit
Percentage
Data Vintage
2026
Entity
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Les Binet and Peter Field
Primary
Tier B
https://archive.g3newswire.com/whats-next-for-igaming-marketing-leadership/ ↗
Source Article
What’s Next for iGaming Marketing Leadership?
Original Research
Les Binet and Peter Field
· Original study ↗
Methodology
Cites Les Binet and Peter Field research 'The Long and the Short of It'; recommended 60/40 brand-building vs activation split
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
marketing budget allocation (Binet & Field model): 60% brand building budget share. Source: Les Binet and Peter Field (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/binet-field-brand-building-60-percent
HTML Embed
<blockquote cite="https://lighthousedata.io/data/binet-field-brand-building-60-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- brand building budget share for marketing budget allocation (Binet & Field model)<br><small>Source: Les Binet and Peter Field (2026) · <a href="https://lighthousedata.io/data/binet-field-brand-building-60-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Related Statistics
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.