B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
3%
3% -- share of total addressable market ready to buy for total addressable market (buyers in-market at any one time) (2023)
At any one time, only about 3% of a total addressable market is ready to buy.
- Reported as an approximate figure ('about 3%')
- General rule of thumb/finding from a WARC collaboration report
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
3%
Unit
Percentage
Data Vintage
2023
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
35
Freshness
95
Source
WARC
Primary
Tier B
https://www.the-cmo-office.com/p/brand-vs-performance-whos-the-real-mvp ↗
Source Article
Brand vs. Performance: Who's The Real MVP?
Sometimes, in life, you have to make difficult choices whether you like it or not; The Beatles or The Stones? Messi or Ronaldo? Star Wars or Star Trek? Brand or performance marketing? As marketers, this is the choice we have been faced with for the last two decades but just as you can enjoy Sgt. Pep…
Original Research
WARC
· Original study ↗
Methodology
Reported as an approximate figure ('about 3%') — share of TAM ready to buy at any one time and thus likely to respond to performance ads, per the WARC brand vs. performance report
Methodology documented
Segmentation
IndustryMedia
RegionGlobal
RoleAll marketers
Channelpaid_ads
Cite this stat
Plain Text
total addressable market (buyers in-market at any one time): 3% share of total addressable market ready to buy. Source: WARC (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/share-of-tam-ready-to-buy
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<blockquote cite="https://lighthousedata.io/data/share-of-tam-ready-to-buy" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>3%</strong> -- share of total addressable market ready to buy for total addressable market (buyers in-market at any one time)<br><small>Source: WARC (2023) · <a href="https://lighthousedata.io/data/share-of-tam-ready-to-buy" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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