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#Cannes2025: The Glass Lion for Change shortlist revealed
Danette Breitenbach 5 Jun 2025













The report identifies where successful advertisers invest their budget.
Warc looked at advertising campaigns that contain budget and media allocation information for TV, digital (including online and mobile), OOH/experiential, print and other media (including radio, design, direct marketing, cinema, PR and any other media).
The study looks at budget, sector and economic status.
Commenting on the findings in the report, Amy Rodgers – managing editor, research and rankings at Warc – says: "Getting the right balance when allocating media budgets is critical to the success of a campaign. The findings in this year's report show an increase of adspend for TV, which delivers reach, and digital, which supplements reach and aids activation."
The full report, which includes charts, sector and country data, is available to Warc subscribers on warc.com.