Marketers in Canada are overly reliant on social channels while under-investing in TV, with only the top performers dedicating a sizable amount of their budgets to TV campaigns.
That’s the conclusion of marketing effectiveness specialist Peter Field, who analyzed over 100 Effie Canada awards submissions and their budgets. The report – ‘The Alchemy of Effectiveness: A Focus on Canada’ – was published in the Institute of Canadian Agencies.
Field’s findings reveal how a brand’s media decisions play a role on how effective a campaign can be. Brands that incorporate TV into their strategy experience greater mental availability. On...