The budget balance - advertising versus research

Tom Harper, managing director of ACNielsen Ireland, and Michael Cluff, international managing director of Media Audits, analyse the ESOMAR data on per capita adspend and expenditure on market research by country.

The budget balance – advertising versus research

Tom Harper and Michael Cluff

Over the years we have always been puzzled by companies' approach to setting budgets in these two areas – advertising (large) and market research (small). Our curiosity...