Kantar study finds that 75% of surveyed promotion decision-makers cannot estimate promotional profitability.

A study by Kantar and Les Binet found that 75% of surveyed executives recently involved in promotions at UK consumer goods companies could not estimate the proportion of promotions that had been profitable over the past 12 months. The survey covered 250 executives in marketing and insights departments, and the results were announced at the IPA Effectiveness Conference on October 7, 2026. 76% of respondents said their companies would repeat promotions without assessing their profitability, and 81% said their regular evaluation window was 13 weeks or less.