Billetts Publishes Golden Rules Of Ad Effectiveness

New research from media audit consultancy, Billetts, has drawn together 60 different studies of advertising recall to determine a set of ‘golden rules’ for ad effectiveness.

The research, drawn from across the UK, Europe and North America, has been aggregated together in an attempt to provide media planners and buyers with global principles of advertising recall.

According to the study, the average ad recall across all media was 21%. This rose to 24% for television, but dipped to 20% for daily newspapers, which saw results swing between 14% and 26%. Ad recall for magazines ranged from 9% to 28%, but averaged at 19%.

Billetts claims that television produces marginally better rates of recall than press and noted that recall rates showed little variation between individual markets. However, the strategic quality of an ad campaign, regardless of the platform, was found to have a major influence on ad recall.

The research reveals that longer television ads generally produce a higher rate of recall, although this was not directly proportional. The position of TV adverts in commercial breaks was also found to be vital, with centre breaks proving more effective than the end breaks.

Placement was highlighted as an important factor in press advertising and it was discovered that larger ads generate better recall.

Recent research from the Internet Advertising Bureau claims that achieving the right cross-media balance in an ad campaign increases brand sales impact by between 10% and 15% (see IAB Research Recommends Cross-Media Campaigns).

Billetts: O20 7321 4000 www.billetts.com

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