With 2020 set to go down as the most turbulent and challenging of years, Re-evaluating Media for Recovery looks at the role and value of media in growing brands during uncertain times. It sets out to establish the gaps that exist between the reality and the perceptions of reality about which are the most effective media channels, while also identifying the critical media attributes required to grow brands.
Echo was delighted to support Ebiquity and Radiocentre with this follow up to the ground-breaking 2018 Re-evaluating Media study.
The findings from our primary research with 102 advertisers and agencies reveals that there is still a disconnect between perceptions and evidence. The study provides insights to inform media planning going forward, for the short term and the long term; for coping with the impact of Covid-19 and beyond.