Australia Effie analysis demonstrates power of mental availability, excess share of voice, and adjusting for attention

Sam Peña-Taylor

This article outlines research focused on the Advertising Council Australia’s Effectiveness Database which addressed vital marketing metrics like mental availability, excess share of voice and attention.

A generation of marketers has been raised on the knowledge that excess share of voice (ESOV) – that is, when a brand’s share of category advertising is above its market share – is vital to driving long-term growth.

But a new report, entitled To ESOV and Beyond...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today