Clients in this category invested around £1.78 billion in media in 2017. Traditionally heavy TV spenders, with other established mass media as secondary support, ‘refresh and revive’ brands allocated 28% of adspend into digital media in 2017. Although lower than other categories, the evidence suggests that this level of online allocation is unwise, as it has led to cuts and underinvestment in the most effective channels for delivering profit. TV is way out ahead for effectiveness, followed by print channels.
Benchmarketing’s analysis shows that, although all cases include some newsbrands in the media mix, low spending in print newsbrands 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 ‘refresh and revive’ super-category, Benchmarketing recommend that an average 9% of the total media budget is allocated to print newsbrands and 1% to digital newsbrands.
Currently, ‘refresh and revive’ clients are losing out on £27 million potential profit through underinvesting in newsbrands, particularly print.