B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
30%
30% -- campaign roi increase for Mediaplus and GfK (2021)
Campaign ROI increases by more than 30% when using value-optimized planning compared to conventional planning, based on a calculation for a confectionery manufacturer's TV campaign by Mediaplus and GfK.
- Based on a simulated/calculated example of a TV campaign for a confectionery manufacturer comparing value-optimized planning vs conventional planning
- Source states 'more than 30 percent'
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
30%
Unit
Percentage
Data Vintage
2021
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
50
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
House of Communication
Primary
Tier A
https://www.house-of-communication.com/uk/en/newsroom/2021/01/value-planning.html ↗
Source Article
20210127 Value Planning
Value Planning
From classic media planning to media intelligence: Mediaplus develops Value Planning for values-based brand management and media planning
28.01.2021
Traditional target-group models have had their day. Socio-demographics and fixed social patterns are no longer able to represent the ind…
Original Research
House of Communication
· Original study ↗
Methodology
Calculated using a TV campaign for a confectionery manufacturer with value-optimized planning vs. conventional planning.
Segmentation
Industrymarketing
Cite this stat
Plain Text
Mediaplus and GfK: 30% campaign roi increase. Source: House of Communication (2021). Via Lighthouse Intelligence -- https://lighthousedata.io/data/campaign-roi-increase-27012021
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<blockquote cite="https://lighthousedata.io/data/campaign-roi-increase-27012021" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>30%</strong> -- campaign roi increase for Mediaplus and GfK<br><small>Source: House of Communication (2021) · <a href="https://lighthousedata.io/data/campaign-roi-increase-27012021" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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