Myth Busters: measuring the effect of TV and radio commercials

Many advertisers struggle to gain valuable insights into the effectiveness of their TV and radio commercials. Screenforce and RAB, two Dutch TV and radio marketing organizations, provide advertisers and media agencies with insights that help them drive maximised results and enable them to continuously improve their media plan.

Objective Partners collaborated with Screenforce and RAB and conducted research into the effectiveness of TV and radio commercials of 13 large advertisers. Five common myths about offline marketing were assessed, of which the findings can be found in this article. Both insights and solutions will be given that could help you get a better understanding of the best ways to optimise your media spend towards TV and radio campaigns. 

Olivier van Hees

Olivier van Hees

Lead Business Consultant