One of the questions I have been asked most often in my career is: "What kind of brand uplift can I expect from my advertising campaign?’. 'It depends’ is not a useful answer. When I worked at Kantar I conducted an analysis of brand tracking data. This was back when brands believed that bursts of activity worked better than continuous spend - which was useful because the uplifts triggered by each burst were pronounced and relatively easy to measure. My (manual) analysis indicated that the average uplift for a 'typical’ Brand KPI (such as a target brand image dimension) was about 3%. 5% represented a strong campaign. In 2025, twenty years later, Kantar published the data behind the graph below. It turns out that my manual analysis remains close to the results from Kantar’s LIFT+ database. The graph is useful for setting expectations for what advertising can do... but please check out the text on the right because, well... 'it depends’.