ASI’s 2026 Ad Impressions Study provided one of our most comprehensive looks at the value, effectiveness and impact of promotional products, particularly when it comes to how branded merch influences buying decisions with a low cost-per-impression. Now, we’re spotlighting stats around individual product categories, research questions and specific international markets worth taking a second look at.

Writing instruments are the quintessential promo product – who hasn’t received a branded pen from a bank, during a college tour or while filling out forms at the doctor’s office?

Importantly, those are items that are likely to be used – 88% of consumers reported that they would keep a promotional writing instrument because of its usefulness, and 64% of consumers said that they would use a promotional writing instrument every day. When combined with an often relatively low price point, this frequent use means that the average cost-per-impression for a branded writing instrument is just 1/10 of a cent.

Also of note: 86% of consumers said that they would have a more favorable view of an advertiser who gave them a Made-in-USA pen, compared to a standard one – a higher percentage than any other product category included. With America250 celebrations and midterm elections around the corner, as well as the LA 2028 Olympics on the horizon, products where domestic manufacturing makes a difference are important to note.

Read and download the full 2026 Ad Impressions report here.

Click here for a pdf of this infographic.