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# IPA data: ROI is up 4% since Covid, but profit from campaigns fell 11%
- URL: https://www.medianexis.com/ipa-data-roi-is-up-4-since-covid-but-profit-from-campaigns-fell-11/
- Published: 2026-10-19T16:52:02.000Z
- Updated: 2026-10-19T16:52:02.000Z
- Description: The Media Leader’s Catherine Offord argues that AV planning has splintered as budgets chased fast, measurable returns, citing IPA Databank research from Les Binet and Will Davis.
- Author: The Signals Desk
- Tags: Agencies, Catherine Offord, IPA data: ROI is up 4% since Covid, but profit from campaigns fell 11%

**Why it matters.** Advertisers who measure channels in isolation risk rewarding the platform with the tidiest report rather than the one building future demand.

*Signal from* [*uk.themedialeader.com*](https://uk.themedialeader.com/?ref=medianexis.com) *·* [*Catherine Offord*](https://www.medianexis.com/tag/by-catherine-offord/) *·* [*read the original*](https://uk.themedialeader.com/how-to-improve-the-balance-between-roi-and-profit-in-av-planning/?ref=medianexis.com)*.*