Our challenge was to prove the effectiveness of advertising spend on Freeview uptake.
What We Did
Marketing Metrix analysed the effect of advertising spend across all the media channels and combinations of media channels with price point, economic conditions and other external factors (e.g. weather) on Freeview penetration. From this we were able to identify what the impacts from the different types of advertising were and which channel mix resulted in the greatest take up of Freeview.
Results showed that while basic Freeview penetration increases were dependant on advertising, other factors were having a greater impact: competitors increasing their advertising spend, the price of top set boxes and increased advertising spend on premium services (Freeview + and Freeview HD).