Promotional products have been a marketing staple for decades, but the numbers behind them might surprise you. According to the ASI Global Advertising Impressions Study 2026/2027, promotional products consistently outperform other advertising formats in favorability. Three-quarters (75%) of consumers hold a positive opinion of them, the highest of any ad channel tracked.
So which products deliver the most for your marketing dollar? Here’s a look at five of the top performers.
Writing Instruments: The Everyday Workhorse
Pens are everywhere. Promotional writing instruments generate an average of 1,900 impressions over their lifetime at a cost per impression of just 1/10 of a cent. Nearly two-thirds of recipients use promotional pens daily, and 65% hold onto them for at least one year. They also do real branding work. More than three-quarters (77%) of people say they’re more likely to do business with the advertiser who gave them a promotional pen.
Bags: The Walking Billboard
Promotional bags are the impression champions. The average branded bag generates 4,900 impressions over its lifetime (the highest of any product in this category) at a cost per impression of just 1/10 of a cent. More than nine in 10 (92%) recipients use their bag at least monthly, and 84% keep it for a year or more. More than three-quarters (77%) say receiving a promotional bag makes them more likely to do business with the brand.
T-Shirts: Wearable Reach
A branded t-shirt generates 3,500 impressions over its lifetime at 1/3 of a cent per impression. Ninety percent (90%) of recipients wear theirs at least once a month, and 80% hold onto them for at least a year. Nearly one in seven (69%) say they’re more likely to do business with the company that gave it to them. Almost all (68%) come away with a more favorable view of the brand.
Headwear: Long-Lasting Visibility
Branded hats generate 4,000 impressions over their lifetime at 1/3 of a cent per impression. One in six recipients (60%) wear their hat at least weekly, and 72% say they’re more likely to do business with the advertiser who gave it to them.
Calendars: 365 Days of Brand Presence
Calendars keep your brand in front of recipients all year long. They generate an average of 550 impressions over their lifetime at a cost per impression of 1 cent. More than three-quarters (76%) of recipients refer to their calendar weekly, and 64% say they’re more likely to do business with the company that gave it to them.
Bottom Line
Promotional products aren’t just a nice gesture. They’re a measurable marketing tool. With cost-per-impression figures that rival or beat digital advertising, and consumer favorability ratings that top all other ad formats, they deserve a serious look in any marketing mix.
Source: ASI Global Advertising Impressions Study 2026/2027
