Our newsletterIndustry surveyIPA, Oct 2025
Influencer ROIs spread much wider than linear TV's, with far fewer campaigns landing anywhere near the channel average
Performance measurement
- Reader Note:
- Distribution of indexed short-term ROIs, where 100 is the channel average, compared against linear TV from the WPP Media benchmarks. IPA repeats the zero-result exclusion on this slide specifically, because it falls on this chart hardest: the 0 to 25 band is under-reported and the real spread is wider still on the downside.
- Evidence:
- Observed behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- 220 paid influencer campaigns from 144 brands across 36 sectors and 28 markets, covering £133m in spend; sample generally consists of larger brands using marketing mix modelling, and all campaigns had at least some positive influencer result — campaigns where influencer spend produced no result at all are excluded from the databank, so IPA itself says the bottom of its ROI range is significantly under-reported and every ROI index in the report is therefore read as an upper estimate.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Comparing yourself against a similar segment, and choosing what to test next.
Not for
- Saying that one thing caused another, or predicting what you would get.
- This was measured in one market. It may not hold where you are.
- The source never says when this data was collected. It could be considerably older than the publication date suggests.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
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