The paid/owned/earned media framework (Cision via HBS Online)

Claim: A second, independent framing — the paid/owned/earned media model — via a Cision survey cited by Harvard Business School Online: ~25% paid, ~32% owned, ~24% earned of digital budgets.

Source: Cision survey, via HBS Online (single-source, older).

Confidence: Single-source. Directionally consistent with Gartner 2025 — paid online = 69% of digital, owned/earned = ~31% (declining 9% YoY) that owned ≈ paid in share — though the magnitudes differ.

Why this matters for Candid: Confirms direction; do not blend the precise percentages.