Marketing budget splits

One of the benefits of ISBA membership is having the ability to utilise other members’ knowledge and expertise about a range of subjects. With this in mind, we wanted to share a member-to-member query regarding creative testing.

Question:

A fellow member from the retail sector is looking to get a view on: 

  1. What percentage of budget do members typically split between brand/long term and sales/short term in a given year?
  2. What percentage of budget do members typically split between reach/awareness/engagement metrics vs performance media metrics?