B
Evidence Grade B
Graded
under review
Safe to Cite
Current
60%
60% -- max marketing budget share for single channel for brand and performance marketing budget allocation (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
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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
BERA
Primary
Tier B
https://bera.ai/three-tests-to-optimize-your-brand-and-performance-marketing-mix/ ↗
Source Article
Three Tests to Optimize Your Brand and Performance Marketing Mix
Original Research
BERA
· Original study ↗
Methodology
BERA rubric based on multi-year brand equity data
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
brand and performance marketing budget allocation: 60% max marketing budget share for single channel. Source: BERA (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketing-budget-mix-60-percent-rule
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<blockquote cite="https://lighthousedata.io/data/marketing-budget-mix-60-percent-rule" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- max marketing budget share for single channel for brand and performance marketing budget allocation<br><small>Source: BERA (2026) · <a href="https://lighthousedata.io/data/marketing-budget-mix-60-percent-rule" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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