Clients in this category invested around £2.3 billion in media in 2017. Traditionally heavy TV spenders, with other established mass media as secondary support, ‘leisure and pleasure’ brands allocated less than 30% of adspend into digital media in 2017, lower than for other categories. While digital has grown share over the last few years, the bulk of spend remains in established mass media.
Benchmarketing’s analysis shows that, although all cases include some newsbrands in the media mix, low spending in these channels is harming the profit return from the campaign. This results in lower payback for the entire campaign and diminishing returns from overinvestment in digital media.
To maximise PROI for brands in the ‘leisure and pleasure’ category, Benchmarketing recommend that an average 19.4% of the total media budget is allocated to print newsbrands and 2.4% to digital newsbrands.
Clients are losing out on a massive £1.2 billion potential profit through underinvesting in newsbrands, particularly print.