Brand audibility in Italy - is there a minimum GRP level for effective TV campaigns?

Alessandro Cortellazzo and Roberto Roseano

In Italy, the television spot market has become grossly overcrowded, and increasingly brands have to shout very loudly to be heard at all.

Brand audibility in Italy

Is there a minimum GRP level for effective TV campaigns?

Alessandro Cortellazzo and Roberto Roseano

Conventional category 'share of voice' assumptions become unconvincing in a TV environment where housewives are bombarded with spot and other advertising. This paper outlines an alternative approach to the age old question of minimum rate of strike, in the context of the astonishingly congested (and worsening) Italian market. In March 1991 alone, for instance, each of 560 different brands, on average, spent $550,000, bought 91 spots, and achieved 279 HWRPs. That, incidentally, counts spot advertising only, and only on...

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