Our client, a leading online financial services brand needed to know how much TV would contribute to the overall performance of their advertising campaign in order to secure ongoing budget.
Millward Brown Cross Media analysis demonstrated that TV enabled stronger media overlaps with increases in awareness that were eight times stronger.
Millward Brown found that TV created stronger media duplication and drove campaign awareness. This was key to the brand's campaign success.
With the knowledge that TV was key to campaign success, the client secured the necessary TV budget to maximize campaign impact.