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 drive maximized results and enable them to continuously improve their media plan.

Measuring offline: busting five myths to help optimize your media investments in TV and radio

Objective Partners collaborated with Screenforce and RAB to conduct research into the effectiveness of TV and radio commercials of 13 large advertisers. Five common myths regarding offline marketing were assessed, the findings of which can be found in this article. We provide several insights into the most effective ways to optimize your media spend for TV and radio campaigns.

Olivier van Hees

Olivier van Hees

Lead Business Consultant