Challenge

The BBC's licence fee remit is to ensure all British audiences know about the wealth of BBC content. Reaching light BBC consumers requires using non-BBC as well as BBC media. The challenges are: justifying non-BBC media spend, disentangling impact and value by channel and providing consistent measurement for different groups across diverse content.

Solution

We partnered with the BBC, OTX and Point Logic, developing an innovative measurement solution. In the simulation respondents are unknowingly exposed to the advertising, replicating real world exposure. To disentangle channel effects we use a cell structure for the research sample - creating a dizzying number of cells for all possible combinations of campaign channels. Everyone sees the same media experience but different advertising combinations and answer the same short survey. Results are viewed for people who had seen one element of the campaign, and versus all combinations. Importantly we can look at the contribution of off-air channels.

Results

This has revolutionised how we plan BBC campaigns, providing a proper measurement benchmark. We can now prove to the BBC the best use of off-air marketing budgets for campaigns, the best combinations of channels combined with the highest performing creative format.