Research Claims Ad Effectiveness Measures Are Inadequate
Almost half of media industry professionals believe that the research currently used to measure the effectiveness of advertising is inadequate, according to the latest poll from the MRG.
The study of Media Research Group members shows that just 14% of respondents think the current tracking studies, such as Millward Brown, are sufficient to measure the effectiveness of advertising campaigns.
The research follows recent criticism by Maureen Duffy, chief executive of the Newspaper Marketing Agency, who claimed that the existing technologies are “hopelessly inadequate” and biased towards TV.
Duffy issued a call to major research companies, creative and media agencies and major clients to work with the recently established NMA to agree a new methodology to pilot on real campaigns next year.
Those that took part in the MRG study claimed that the current techniques are inherently biased in favour of television. They criticised the existing measures for being one dimensional, generally suited to FMCG products and incapable of measuring the long term effects of campaigns.
The two main criteria for measuring effectiveness were identified as product sales and more holistic measures based around brand strategies.
Research agencies were charged with being the most responsible for providing new and original measures of advertising effectiveness tracking, with media agencies being identified a the second most responsible.
Television was seen as the most effective in demonstrating effectiveness by 92% of respondents, followed by radio with 78% and magazines with 68%. Newspapers were ranked fourth with 67%, followed by the internet with 66% and outdoor with 64%.
Last month the MRG found that almost two thirds of media industry professionals believe the existing research currencies, such as ABC, BARB, NRS and RAJAR, have not done enough to incorporate online techniques (see Research Currencies Need To Embrace Online Methods).
Media Research Group: www.mrg.org.uk
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