Clients in this category invested around £554 million in media in 2017. Traditionally heavy TV spenders, with other established mass media as secondary support, ‘everyday pickups’ brands allocated over a third of adspend into digital media in 2017.
Benchmarketing’s analysis shows that low spending in these channels is harming the profit return from the campaign. This results in lower payback for the entire campaign and diminishing returns from over investment in digital media.
To maximise campaign PROI for brands in the ‘everyday pickups’ super-category, Benchmarketing recommend that an average 7% of the total media budget is allocated to print newsbrands and 1.4% to digital newsbrands.
Analysis shows that TV-led multimedia campaigns using a wide variety of media are most successful at generating maximum profit return on investment.
However, ‘everyday pickups’ clients are losing out on £15.8 million potential profit through underinvesting in newsbrands, particularly print.