An economic study found that the commercial success of innovation depends not only on R&D, but also on the successful diffusion of new products into the market. The research demonstrates that advertising accelerates the commercialisation of innovation by increasing the rate at which new products are adopted. It concludes that greater consumer reach via advertising drives higher economic growth and welfare by enabling more innovation to achieve commercial success.

A joint study by PwC and the ANA demonstrates that companies with advanced marketing capabilities achieve 79% higher cumulative shareholder returns over five years compared to peers. The research concludes that marketing is a critical value-creation and value-capture capability, helping businesses successfully commercialise innovation, translate new ideas into business growth and generate the returns that support future investment, jobs and economic growth.