Radio, newspapers and magazines perform significantly better than they are perceived to for brand
That’s the evidence from “Re-evaluating Media” an independent study commissioned by commercial
radio industry body Radiocentre from Ebiquity that makes an impartial and robust evaluation of the
value of online and offline media in the UK and with a similar media landscape in Ireland has
implications for your media planning here.
Re-evaluating Media shows that TV and radio are by far the strongest advertising media for brand-building
followed by newspapers, magazines and out-of-home. Yet it discovered that industry decision-makers
undervalue traditional media and tend to overrate the value of online and social which are getting a
disproportionate allocation of Advertising Budgets.
The five most important media attributes for growing a brand in the long term are:
– targeting the right people in the right place at the right time;
– increasing campaign ROI;
– triggering a positive emotional response;
– increasing brand salience;
– maximising campaign reach.
Judged against these criteria and combining evidence scores from all 12 attributes listed below firmly places TV as the best performing medium, followed by radio, newspapers, magazines and out of home. Online display is the weakest performer.
With the exception of TV, advertisers and their planners undervalue traditional media, especially radio. They overrate the value of online video and paid social.
You can download the full report here
and slides here
A video synopsis of the report can be viewed here.