Kantar Study Reveals Gap in Assessing the Profitability of UK Consumer Goods Promotions
Understand this event
On October 7, 2026, Kantar and Les Binet announced a survey at the IPA Effectiveness Conference covering 250 senior executives in marketing and insights departments at UK consumer goods companies. The study found that among surveyed executives recently involved in promotions, 75% could not estimate the proportion of promotions that had been profitable over the past 12 months; 76% said their companies would repeat promotions without assessing their profitability; and 81% said their regular evaluation window was 13 weeks or less. PPC Land reported the survey findings on October 12, highlighting a gap in promotion profitability assessment among the companies surveyed.
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Impact and actions
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UK Consumer Promotions Survey: 75% of Surveyed Executives Unable to Estimate the Share of Promotions That Were Profitable
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Impact level
🟡 Consider
⚠ Risk:75% means respondents were unable to estimate; it does not mean that 75% of promotions were loss-making. The sampling and weighting methods were not disclosed, so the findings cannot be extrapolated to all UK companies.
What happened
Reported on October 11, the survey was published by Kantar and Les Binet on October 7, 2026. From August 18 to 26, they surveyed 250 marketing and insights executives at UK consumer goods companies. Among respondents who had recently participated in promotions, 75% were unable to estimate the share of promotions that had been profitable over the previous 12 months. 76% said their companies repeated promotions without assessing their profitability; 81% typically evaluated promotions over a period of 13 weeks or less. [1]
Involves:Food and beverages、Durable consumer goods
Seller impact
- InferenceDiscounts may bring future demand forward, divert sales from the same brand, and reduce margins on orders that would have occurred anyway, so a sales increase may not improve profits. Repeated promotions over the long term may also weaken pricing power. Review historical campaign data over the next two weeks; the sales breakdown in the material is only an illustrative model. [1]
Suggested action
Select a completed promotion and calculate its incremental profit relative to normal sales, including discount concessions, campaign costs, and post-campaign sales changes in the same assessment.
Evidence that would disprove the assessment
- Assessment 1：If campaign profit and loss shows sustained profit growth after accounting for discount concessions, channel cannibalization, and subsequent sales declines, and repeat purchases at full price remain stable, this concern would be diminished.
Coverage timeline
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- PPC Land advertising and platform updatesOriginal ↗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.
Interest trend for this event
Current interest 3·Comparable scope peak 10（10/12 03:00）·Change over 24 hours within comparable scope -50%
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