Scoring media for ROI potential

Leslie Wood
Media Trust LLC and Leslie Wood Research, Inc., United States

James Spaeth
Media Trust LLC and Sequent Partners, United States

INTRODUCTION

Accountability, the ability to make media evaluations and selections based on how effectively the media act to generate marketplace sales, has long stood as the sought after 'holy grail' in advertising and media. This paper describes the development of such a scoring and evaluation methodology utilizing the Apollo single source data base. In particular, this scoring technique measures the ability of media programs, dayparts and media program types to generate incremental sales to the commercials aired in those programs. It focuses on the ability of the “environment” to enhance the communication of the brand selling message.