Existing Research Under-Reports Non-Broadcast Media
Current media research underestimates the impact and effectiveness of non-television media by as much as twenty percent, according to a major new study launched by Clear Channel UK.
The research, commissioned on behalf of the Adshel street furniture division, confirms long-held industry suspicions of under-reporting for a range of non-broadcast media, especially outdoor and press.
The Adshel Strategic Tracking survey, conducted by Millward Brown, intends to address concerns that under-reporting is inherent in traditional media effectiveness studies. It also aims to provide advertisers with accurate evidence of how outdoor performs as part of a cross-media campaign.
The study offers clients detailed analysis of how individual executions perform against rival campaigns, and assesses the impact of specific outdoor formats to determine how they can be used to maximum effect by different brands.
Clear Channel claims to be the first media owner to address the effectiveness of all non-broadcast media and insists the study will revolutionise the way outdoor is seen as part of a multi-format advertising schedule.
Commenting on the initiative, Yvonne O’Brien, marketing director of Clear Channel UK, said: “This is a high-grade media neutral project funded by Adshel to answer agent and client needs for impartial, accurate research into how their campaigns perform across all media. We will be sharing the results with all Millward Brown clients who use outdoor.”
Adrian Sanger, group account director at Millward Brown, added: “This underlines Clear Channel UK’s commitment to high quality research design. Take a continuous study, add the very latest thinking on media evaluation and use technology to quicken delivery of results.”
The latest figures show that outdoor advertising saw revenue increase by 6.6% year on year to more than £195 million in the third quarter of 2003. Chief executive of the OAA, Alan James, said that improving accountability and cost-effectiveness will continue to the drive growth of the medium (see Q3 Gain Makes Outdoor The UK’s Fastest Growing Medium).
Clear Channel: 0207 478 2928 www.clearchannel.co.uk
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