Brands Should Worry More About Campaign Underspending, Not Overspending

Neilsen’s “The 2022 ROI Report” finds brands aiming to increase their return on investment should change their media mix instead of cutting their budgets. According to the report, the median under-investment level was 52%, too far of a gap to close in a single planning cycle for many brands.

“Because channels may be strong for only one objective, advertisers should measure both brand building and sales impacts to understand how specific parts of your media plans drive value,” according to the company. “This is especially important in the Americas, where the chance of getting positive results on only one objective is 50%.”