media spend ROI study

21 Brands

18 months of

data (media spend &

transactional data)

116 campaigns

channels.

Source: 2015 Colmar Brunton Media Spend ROI Study

Net impact (ROI). Value of transactional change – Value of media spend

On average, media; irrespective of the channel used, resulted in a 15% increase in sales or enquiries. 

Source: 2015 Colmar Brunton Media Spend ROI Study. Maree Taylor - Colmar Brunton Media Release June 26 2015.

““

Maree Taylor, Managing Director Colmar Brunton

Source: 2015 Colmar Brunton Media Spend ROI Study. Maree Taylor - Colmar Brunton Media Release June 26 2015.

The really interesting finding was that impact ranged from a high of 57% increase in sales or enquiries, to a low of -10%. 

““

Maree Taylor, Managing Director Colmar Brunton

+17%+14%

Radio Online TV

+13%

Source: 2015 Colmar Brunton Media Spend ROI Study. Maree Taylor - Colmar Brunton Media Release June 26 2015.

But the main winner is radio…

…Radio had the strongest increase in sales or enquiries on average at +17%

““

+1%

+64%

-3%

+67%

-11%

+60%Max

Min

+17% +14% +13%

…expenditure on radio was also the safest bet, always resulting in a positive financial impact ranging from 1-64% increase in sales or enquiries on average  Source: 2015 Colmar Brunton Media Spend ROI Study. Maree Taylor - Colmar Brunton Media Release June 26 2015.

“ “

Maree Taylor, Managing Director Colmar Brunton

Source: 2015 Colmar Brunton Media Spend ROI Study. Maree Taylor - Colmar Brunton Media Release June 26 2015.

When two channels are used, Radio + Online is the strongest combination on average with a 23% increase (ranging from 0 to 74% increase)

This is followed by Radio + TV at 21% increase (ranging from -1-to 64% increase) and then Online and TV at 9% increase (ranging from -11 to 54% impact on sales or enquiries).

Online + Radio

+23%

TV + Radio TV + Online

+9%

+21%

Average +23% +23%

Minimum 0% -1%

Maximum +74% +74%

+23%+23%

Source: 2015 Colmar Brunton Media Spend ROI Study

Radio + Online TV + Radio + Online

Adding a 3rd channel doesn’t necessarily improve the outcome… unless that channel is

radio.

““

Maree Taylor, Managing Director Colmar Brunton

Source: 2015 Colmar Brunton Media Spend ROI Study

• When used on it’s own, Radio advertising delivers an average ROI of +17%, more than online and TV.

Key takeaways

• Radio and online is the strongest two channel combination, delivering an average ROI of +23%

• Radio consistently increased ROI; the results for radio are always positive

• Colmar Brunton is an independent research company assisting a large client base = credibility in market place

Interestingly expenditure on radio was also the safest bet always resulting in a positive financial impact

“

Maree Taylor, Managing Director Colmar Brunton

“

Source: 2015 Colmar Brunton Media Spend ROI Study

Colmar Brunton’s Media ROI study aims to provide evidence about the financial impact of expenditure on media to help organisations make more informed decisions about which media channels and combinations of channels to consider. Colmar Brunton’s approach to determining financial impact included both the dollar spend on a campaign and the impact on behaviour change resulting in increased sales or enquiries.Colmar Brunton received the full media schedule for 21 brands over 18 months (provided at a weekly level, including channels used, spend per channel) and also their sales data across that same timeframe (scan data). The three brands that didn’t have sales data provided enquiry volumes.

The study compared sales volume / enquiry volume patterns and averages in non-campaign periods and then looked at the same during campaign periods involving 116 campaigns. Uplifts in sales volume or enquiry volumes were identified and the actual cost of the media was removed to enable the return on investment to be calculated. http://www.colmarbrunton.com.au/market-research-news//colmar-brunton-releases-results-of-landmark-study-measuring-media-spend-roi

About The Colmar Brunton Media ROI Study

Source: 2015 Colmar Brunton Media Spend ROI Study

Colmar Brunton is one of Australia’s leading market and social research consultancies with specialist expertise in using insight to increase the effectiveness and impact of communications. Colmar Brunton is part of STW, Australasia’s leading marketing content and communications group.

About Colmar Brunton