While everyone talks about the ongoing revolution in media, in truth, TV is still the entertainment king.
Over 200 million people listen to radio, retailers keep sending out discount fliers and coupons and we still shop in supermarkets (although they now have over 45,000 items on shelf fighting for shopper attention). Advertisers still use recall and expressed purchase intent scores to evaluate executions, whether they come from face to face, focus group, telephone or Internet interviewing. Yet everyone is still ignoring the 800 pound gorilla in the room.
Advertisers keep looking for the “magic number” that will help them predict ad effectiveness. We look at six key measures; Cognitive evaluations (likes & dislikes, recall, imagery and expressed purchase intent), behavioral responses (individual, second-by-second, element-by-element emotional/excitement engagement), program/website/shelf placement environment, media placement/GRPs, competitive pricing and competitive advertising. While budget, technology and timing limitations have prevented all these measures from being tabulated in the past, this is no longer the case.