For four of the campaigns tested we compared TV solus, TV plus newspapers and TV plus radio.
There was a powerful result: TV and newspapers combined delivered double the increase in brand commitment of TV alone and almost double that of TV and radio combined.
We tested eight campaigns with TV solus, TV plus newspapers and TV plus posters.
Here again it was a strong result for newspapers. TV and newspapers combined increased brand commitment by 50% more than TV solus and more than TV and posters combined.
The patern was clear and consistent. The strongest brand commitment shifts came from a combination of newspapers and TV.
Intro | Q&A | Top line findings | The model | The metrics | Case studies | Testimonial | £10m challenge
Read three case studies, which focus on the commercially important strategic roles of Brand Values, Depth of Information and (Re)Appraisal.
Click here to read more about the model of how newspaper advertising works.
Click here to read about the new metrics developed in partnership with Mike Hall of Hall & Partners.
Find out more about the "£10m challenge" - and how you can get involved.
or click here to read what the professionals have to say; Mike Hall (Hall & Partners) and Tim Broadbent (IPA recommended consultant).
