The Radio–TV media mix

The authors recently analysed the local delivery of national television schedules in concert with proposed purchases of spot radio weight on a Designated Market Area basis.

The Radio–TV media mix

Aligning media delivery with sales

Craig GugelOptimedia International and Roberta McConochieArbitron, Inc.

IMPACT OF CLUTTER AND AD COST ESCALATION ON COMMERCIAL EFFECTIVENESS

'Television will always be important but smart companies are finding more and more innovative ways of reaching their audience.' Ted Smyth, VP, Heinz - May 1994

It is true! And innovative does not always mean adding an Internet element to the overall media plan. Nor does innovativeness necessarily equate strictly with cost efficiency in terms of GRP or ROI. Nonetheless, with few exceptions, most national ad campaigns begin with a...

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