Evaluating return on investment of multimedia advertising with a single-source panel: a retail case study

Retail marketers' understanding of radio and television advertising campaigns' impact on retail store visits would be a major breakthrough in evaluating return on media investment.

Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study

Joan FitzgeraldArbitron, Inc

A MAJOR CHALLENGE for marketers is understanding the return on investment of their radio and TV advertising campaigns. In the retail industry, marketers' understanding of the extent to which radio, broadcast television, and cable television advertising campaigns drive visits to retail stores would be a major breakthrough in evaluating the return on media investment.

This article presents results from pilot research studies conducted in 2003 by Arbitron Inc., an international media and marketing research firm serving radio and television...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands