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# New study shows how brands allocate their marketing budgets
- URL: https://capitolcommunicator.com/new-study-shows-how-brands-allocate-their-marketing-budgets/
- Published: 2021-11-22T17:17:39.000Z
- Updated: 2021-11-22T17:20:36.000Z
- Author: Capitol Communicator
- Tags: Advertising, Insights, #wp-top-center-sponsored, #Import 2026-10-08 18:51

**A new study by social advertising intelligence platform BrandTotal** offers insights into the ways that top established or incumbent brands and their competition are allocating marketing investments, who they are targeting, and what their campaign performance looks like, reports MediaDailyNews.

In the study, continued the MediaDailyNews report, BrandTotal analyzed thousands of paid-social campaigns on Facebook, Instagram, YouTube, Twitter, and LinkedIn over a period of 90 days between July and September. The platform focused on five pairs of brands competing in the same industries:

- Savage X Fenty and Victoria’s Secret
- Klarna and American Express
- Lemonade and State Farm
- Allbirds and Nike
- Quip and Oral-B

More [here](https://www.mediapost.com/publications/article/368859/in-social-media-match-ups-mixed-results-for-legac.html?ref=capitolcommunicator.com).