B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
62.6%
62.6% -- share of media spend for global media spend (conversion and awareness) (2026)
In 2026, 62.6% of all media spend is going toward conversion and awareness.
Attribution:
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Lighthouse Research Team
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Source verified
Evidence graded
Value
62.6%
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
Gartner
Primary
Tier C
https://www.outboundleads.com/blog/what-is-gtm-engineering-and-do-you-need-it-for-b2b-outbound ↗
Source Article
What Is GTM Engineering and Do You Need It for B2B Outbound - Scalable Outbound GTM Solutions | Revenue-driven AI systems
Jacob Bowman
We have run over 3,000 campaigns across 50+ clients and generated more than $45M in pipeline. The companies that get outbound right are not the ones with the most reps. They are the ones running a system. GTM engineering is the discipline behind that system. It spans the whole go-to-mar…
Original Research
Gartner
· Original study ↗
Methodology
Gartner CMO Spend Survey as cited by the article
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
global media spend (conversion and awareness): 62.6% share of media spend. Source: Gartner (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/media-spend-conversion-awareness-2026
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<blockquote cite="https://lighthousedata.io/data/media-spend-conversion-awareness-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>62.6%</strong> -- share of media spend for global media spend (conversion and awareness)<br><small>Source: Gartner (2026) · <a href="https://lighthousedata.io/data/media-spend-conversion-awareness-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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