The ROI ratio

Date of publication: June 9, 2002


The authors recently analyzed the audience delivery patterns of sixty different media schedules each comprising three media elements - one primetime network television program, one national consumer magazine and one national consumer website. The purpose of the analysis was to identify how media professionals might begin the process of documenting actionable return-on-investment media vehicle-by-media vehicle using data currently available from a variety of syndicated research providers.This paper briefly outlines the accountability and compensation issues prevalent in our industry today and briefly discusses the ROI void that needs to be filled. It then highlights a number of ROI metrics for the schedules analyzed and provides strategic recommendations to help media professionals begin the process of effectively documenting cross-media return-on-advertising-investment.

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