Facts from Tracking Studies – and Old Advertising Chestnuts

Gordon Brown
Millward Brown

Tracking studies are very simple things. They consist of graphs – wiggly lines – representing answers to questions over time, with other graphs below showing the precise timing and weight of the media expenditure, so that we can see at a glance what advertising caused what effects. The only complexity is with ‘ad awareness’ where we can use mathematical methods to determine whether the ‘wiggles’ in response to bursts of advertising are big wiggles or little wiggles in relation to media expenditure. There is absolutely no need to understand the mathematics – the awareness index is a measure of the efficiency of the ad in generating upward movements on the ‘ad awareness line.