Research
The Proof: Why Experiential Marketing Outperforms Every Other Channel
· 5 min read · Stephen, Founder
A short summary of the Avasta study findings — what was studied, what it shows, and why it should change how you allocate brand investment.
In 2025, DE-YAN commissioned Avasta Inc. to conduct what would become the largest independent study of experiential marketing performance ever published. The study surveyed 4,309 buyers across seven categories, normalized findings across geography and price point, and was independently audited for methodological integrity.
89% of buyers cite the experience as the reason for their purchase.
The headline.
Across categories, 89% of buyers who attended a brand experience cited that experience as the primary or secondary reason for a subsequent purchase. The figure was directionally consistent across consumer technology, gaming, fashion, beauty, food and beverage, retail, and automotive.
Why the number is unusual.
Most marketing-channel performance figures conflate channel exposure with channel attribution. The Avasta methodology used a verified-attendance panel and longitudinal purchase tracking, not surveyed recall. That changes the meaning of the number entirely.
Where to find the full study.
The full study is published, with all methodology and category breakdowns, at experientialroi.com. The ERIC calculator on that site lets you model expected impact for your own activation against the study coefficients.
