Advertising does not only deliver a message; it is one. New research on how the public reads media placement suggests planners price channels on delivery while consumers price them on meaning, writes Ross Sergeant.

GB News’ Ross Sergeant argues that incrementality, not familiarity, should decide what makes the media planner’s longlist.

Before excluding a news brand from an autumn plan, ask three questions. When was our assumption last tested? Does the evidence describe actual behaviour or brand perception? And what has changed since?