B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
60%
60% -- brand building budget share for brand advertising budgets (2014)
According to Les Binet, in order to maximize profit a brand needs to dedicate 60% of its advertising budget to long-term brand building strategy.
- Represents an evidence-based recommendation for profit maximization rather than an observed empirical average of existing budgets
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
60%
Unit
Percentage
Data Vintage
2014
Entity
Geography
Global
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 & Peter Field (Adam & Eve DDB)
Primary
Tier B
http://www.jcdecaux-oneworld.com/2014/06/outdoor-advertising-effectiveness-in-long-short-term-strate… ↗
Source Article
Outdoor Advertising Effectiveness in Long & Short-Term Strategy
Outdoor Advertising Effectiveness in Long & Short Term Strategies
At a recent conference on Out-of-Home advertising efficiency, OOH was shown to be a valuable medium for advertising strategies both in the long and short term.
In their latest publication “The Long and the Short of it” Les Binet, Head…
Original Research
Les Binet & Peter Field (Adam & Eve DDB)
· Original study ↗
Methodology
Recommendation from Binet & Field study 'The Long and the Short of it', based on IPA dataBank analysis of advertising effectiveness
Methodology documented
Segmentation
IndustryMedia
RegionGlobal
RoleAll marketers
Channelevents
Cite this stat
Plain Text
brand advertising budgets: 60% brand building budget share. Source: Les Binet & Peter Field (Adam & Eve DDB) (2014). Via Lighthouse Intelligence -- https://lighthousedata.io/data/brand-building-budget-share-60
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<blockquote cite="https://lighthousedata.io/data/brand-building-budget-share-60" 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 brand advertising budgets<br><small>Source: Les Binet & Peter Field (Adam & Eve DDB) (2014) · <a href="https://lighthousedata.io/data/brand-building-budget-share-60" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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