Media Planning Expert Touts PPM Data
March 10, 2009 at 12:49 PM (PT)
As seen in this week’s ADWEEK, BRANDWEEK, and MEDIAWEEK, ERWIN EPHRON, a recognized expert in media planning, published an article with a provocative premise -- that PPM data can do a better job of linking changes in advertising weight to the changes in brand sales.
He goes on to argue that years of Marketing Mix Modeling research indicates that "advertisers should shift marginal TV dollars to other media -- 20% to Radio for example -- to improve total media payback."
So why haven’t advertisers spent more money in radio?
"Diary data" tend to flatten the audience delivery highs and lows marketing-mix models need to work effectively. In contrast, PPM, now in most major markets, can provide measured week-by-week ratings. It will be interesting to see whether Radio’s Marketing-Mix payback numbers improve as more PPM markets are installed."
You can download the opinion piece here.