Generally speaking, advertisers are not very interested in media research as such. Of late, accountability of advertising expenditures has become a key topic. The popularity of the advertising effectiveness awards is growing, but the focus of the award criteria is still mainly on creative performance of campaigns while the contribution of the media plan to the overall advertising effect plays a minor role, if any. Syndicated media research such as S.U.M.M.O. (the Dutch National Readership Survey), is providing reach and frequency data for media planning, i.e. estimating the efficiency of media in reaching different target groups. How can we show that the efficiency data from a syndicated survey can contribute to a greater effectiveness of a particular advertising campaign? This question has been sought to be answered by the model for effectiveness research developed by S.U.M.- M.O. and Inter/View. This model, combining the measurement of readership and effectiveness in one study, has been tested and proved a promising track. Three case studies are reported to support this conclusion.