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THE IPA DATABANK STUDY 2019

This study analyzes the commercial effectiveness of advertising campaigns using data from the IPA Effectiveness Awards. It compares the number of very large business effects for campaigns that include newsbrands with campaigns that do not, across different platforms. The results show the percentage differences in the number of very large business effects created by campaigns with and without newsbrands.

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THE IPA DATABANK STUDY 2019

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  1. THE IPA DATABANK STUDY 2019 Methodology Analysis of UK IPA effectiveness casestudies 2012 -2018

  2. THE IPA DATABANK STUDY 2019: METHODOLOGY • The data used in this analysis comes from the IPA Effectiveness Awards, a bank of case studies demonstrating the commercial effectiveness of advertising. • The data used in this analysis of the IPA databank is claimed business (hard) effects. The business effects data includes an assessment of a wide range of changes resulting from a campaign: sales and share gains, price sensitivity, customer loyalty, penetration and profit. • The scale of a business effect is assessed by the case study author (in the compulsory questionnaire filled in by all IPA Effectiveness Awards entrants) as being ‘very large’, ‘large/substantial’ or ‘small/negligible’. In this analysis only ‘very large’ effects are included - previous analysis by Les Binet and Peter Field for IPA Datamine 2 showed there was a high correlation between very large business effects and ROI: • Campaigns reporting any very large business effects reported 620% average ROI vs 390% for campaigns not reporting very large business effects • The correlation between the number of very large business effects and market share gain is very strong: significant at the 99% confidence level • The IPA Databank is a collection of successful case studies – the effectiveness success rates are therefore generally high. What is important is not their absolute level, but the relative levels achieved by different media combinations. Source: IPA Databank UK case studies 2012-2018 (62% of all cases)

  3. DEFINITIONS AND SAMPLE SIZES 146 UK casesanalysed (excludes international, not-for-profit and some UK cases with incomplete data): Newsbrand print users70 Non-users76 Newsbrand digital users96 Non-users50 Newsbrand print + digital users55 Non-users of both 35 Total newsbrand users 111 Non-users 45 Newsbrand print users: more than 8% ofbudget Newsbrand digital users: more than 0.01% ofbudget Non-users: didn’t use/light or passinguse Source: IPA Databank UK case studies 2012-2018 (62% of all cases)

  4. THE IPA DATABANK STUDY 2019: ANALYSIS • The analysis compares the number of very large business effects for campaigns that include newsbrands with campaigns that don’t include newsbrands. Platforms are also taken into account, e.g. • Figures for print newsbrands compare the number of very large business effects for campaigns that include a meaningful expenditure on print newsbrands (above the 8% threshold) with the number of very large business effects for campaigns that spent nothing, or a very small amount on print newsbrands • Results are shown as percentage differences between the number of very large business effects created by campaigns with and without newsbrands. Source: IPA Databank UK case studies 2012-2018 (62% of all cases)

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