B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
32%
32% -- percent of marketers measuring media spend holistically for Global marketers at manager level or above (2025)
32% of global marketers measure media spending holistically across both digital and traditional channels.
- Documents a measurement gap, not wasted spend
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
32%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
1,400
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://www.atticusli.com/services/ ↗
Source Article
Growth & Experimentation Consulting
Original Research
Nielsen
· Original study ↗
Methodology
Online survey of 1,400 global marketers at manager level or above; every respondent managed at least $1M in annual marketing budget; two-thirds managed more than $10M.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Global marketers at manager level or above: 32% percent of marketers measuring media spend holistically. Source: Nielsen (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/nielsen-global-marketers-holistic-media-measurement-2025
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<blockquote cite="https://lighthousedata.io/data/nielsen-global-marketers-holistic-media-measurement-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>32%</strong> -- percent of marketers measuring media spend holistically for Global marketers at manager level or above<br><small>Source: Nielsen (2025) · <a href="https://lighthousedata.io/data/nielsen-global-marketers-holistic-media-measurement-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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