Re-evaluating media for recovery

Research into the disparity between perception and reality of media effectiveness.

Context

In 2018, Ebiquity partnered with commercial radio industry body Radiocentre to understand how effective brands and agencies believe media channels to be. We then contrasted this with the return on investment different media actually deliver.

Our research found that there was a significant mismatch between perception and reality. Both advertisers and agencies overestimated the importance of digital media channels – most notably online video and social media – while at the same time underv

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands