Re-evaluating media for recovery

Research into the disparity between perception and reality of media effectiveness.


In 2018, Ebiquity partnered with commercial radio industry body Radiocentre to understand how effective brands and agencies believe media channels to be. We then contrasted this with the return on investment different media actually deliver.

Our research found that there was a significant mismatch between perception and reality. Both advertisers and agencies overestimated the importance of digital media channels – most notably online video and social media – while at the same time undervaluing the ability of traditional media to drive ROI.

The Re-Evaluating Mediastudy was a wake-up call for the marketing industry to reappraise media planning...

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