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.