Measuring Media Effectiveness
The Advertising Research Foundation (ARF) has recently updated its classic Media Model which provides guidelines on eight levels of metrics on which the effectiveness of media may be compared. (This work was done by the ARF New Media Model Committee, Co-Chaired by Bill Harvey and Erwin Ephron.) Syndicated audience measurement services generally limit themselves to the lowest of these levels – counting opportunities to see or hear a medium (“exposure”). As one moves up to higher levels of this model – attention, recall, persuasion, sales – the metrics become more and more valuable to the advertiser. NCM performs studies customized to the particular medium under study in order to deliver measurements of these higher levels of media value.
Examples may be seen by clicking on any of these links:
ad|runner, AdSpace, eVoice.