B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
48%
48% -- marketing budgets wasted on poorly performing campaigns for marketing budgets (2026)
48% of marketing budgets are wasted on poorly performing campaigns.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
48%
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Nielsen
Primary
Tier C
https://applaunchpartners.com/marketing-roi-blind-spot-are-you-flying-blind/ ↗
Source Article
Stop Flying Blind: Fix Your Marketing ROI Measurement
Original Research
Nielsen
· Original study ↗
Methodology
Cited as Nielsen study on marketing ROI
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
marketing budgets: 48% marketing budgets wasted on poorly performing campaigns. Source: Nielsen (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketing-budgets-wasted-poor-campaigns-48
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<blockquote cite="https://lighthousedata.io/data/marketing-budgets-wasted-poor-campaigns-48" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>48%</strong> -- marketing budgets wasted on poorly performing campaigns for marketing budgets<br><small>Source: Nielsen (2026) · <a href="https://lighthousedata.io/data/marketing-budgets-wasted-poor-campaigns-48" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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