Current media research in the UK can underestimate the effectiveness of non-broadcast outlets by up to 20%, according to a new study.

The Adshel Strategic Tracking Project, commissioned by Clear Channel to demonstrate the performance of different media, found that outdoor and print in particular suffered under existing techniques. These formats, it is claimed, are under-reported in traditional tracking surveys.

The study used two different research companies: one using computer-assisted interviewing and the other using face-to-face questionnaires. It was designed to analyse how individual ads fare across various media and give advertisers an idea of the awareness levels each medium can generate (plus the cost of doing so).

The findings are clearly beneficial to outdoor firm Adshel, which commissioned it. However, Yvonne O'Brien -- marketing director at parent company Clear Channel UK -- pointed out that the research was conducted independently.

"This is a highgrade, media-neutral project funded by Adshel to answer agent and client needs for impartial, accurate research into how their campaigns perform across all media," she declared.

Clear Channel claims this is the first study commissioned by a media owner to investigate the effectiveness of all non-broadcast formats.

Data sourced from: Media Week (UK); additional content by WARC staff