Commissioned by Thinkbox, this new study brings together the vast econometric databases of Ebiquity, EssenceMediacom, Gain Theory, Mindshare, and Wavemaker, to create the most comprehensive analysis of advertising effectiveness to date. Collectively it has examined £1.8 billion worth of media spend across 141 brands and 14 categories.
‘Profit Ability 2: the new business case for advertising’ is an update and expansion on Ebiquity and Gain Theory’s ground-breaking Profit Ability study from 2017, offering the first post-Covid/Brexit view of advertising’s business performance.
Recent years have seen major changes in behavior due to shifting media consumption, the pandemic, Brexit, and the cost-of-living crisis, highlighting the need for a current and comprehensive understanding of advertising investment’s role and its potential impacts.
‘Profit Ability 2’ is the first post-Covid analysis of advertising’s financial impact, featuring the largest econometric meta-analysis to date on what drives advertising effectiveness. It demonstrates that all forms of advertising can be profitable, particularly when their sustained effects are measured.
In total, 14 business sectors are represented in the dataset, where seven have the required brand count of nine brands to be reported individually. The data also covers ten media channels:
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