Re-evaluating media for recovery, research into the disparity between perception and reality of media effectiveness.

• Ebiquity and Radiocentre repeated their 2018 study ‘Re-evaluating Media’ to explore the impact of COVID-19 on media plans.

• The new report found that the disconnect between advertiser perceptions of media channel effectiveness and evidence of actual impact remains unchanged.

• ‘Increasing brand salience’ has jumped from fourth to first in the attributes advertisers look for when selecting media channels to grow a brand during a recession.


Read the full article on WARC, here. 

Download our study ‘Re-Evaluating Media for Recovery’, here. 


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