Warc Briefing: Short-term Impact
Definition:Communication effects achieved in key performance indicators within three to six months of a campaign launch.
- The average three-month return on marketing is 1.09:1, according to Nielsen Analytic Consulting.i
- Both recall and persuasion also peak quickly – 81% of all campaigns tracked have peaked by 850 GRPs (gross ratings points) and within 12 weeks from start of airing.ii
- Promotional activity is at record levels in many geographies and industries. Some soft drinks brands routinely attribute more than 80% of their volume sales to some kind of promotion.iii