Marketing in the Era of Accountability

The IPA book 'Marketing in the Era of Accountability' by Les Binet and Peter Field is an important and practical analysis of the industries most rigorous case studies. It's well worth a read.

Here are some of things they had to say about television:

"Campaigns that have used TV have significantly outperformed those that have not."

"Given a TV budget goes about 32 per cent further now than it did in the 1980s, one would expect the effectiveness of TV to have increased by more than 32 per cent. Sure enough, the databank suggests TV is about 42 per cent more effective now."

"...the effect of TV on market share seemed to increase substantially with the launch of satellite TV in the UK, and has increased further over the last decade."

"The most effective campaigns are those that rely primarily on emotional rather than rational models. Film is unarguably the most emotionally rich of the traditional media. So one would expect TV advertising to be more effective."

"Emotionally based campaigns are not only likely to produce very large business effects but also produce more of them, outperforming rational campaigns on every single business measure."

"TV advertising remains one of the most effective and efficient media."

Click here to get your hands on a copy of Marketing in the Era of Accountability by Les Binet and Peter Field. You'll also find a good overview of what's in the book, from what works and what doesn't, to analysis and fact-based insight.

"This report can make a strong claim to be the most important contribution to understanding advertising effectiveness of recent years."

Simon Marquis - The Guardian (Monday 18th June 2007)

"The authors have hit all the right buttons with this book. They explain how the phrase 'ROI' is abused by most people who utter it and how, precisely, something can be done about it."

Andrew Green, Director of Strategic Insights - ZenithOptimedia


Marketing in the Era of Accountability

Through thorough and impartial examination of the last 27 years of Advertising Effectiveness Awards case studies, the IPA has proof that using TV makes campaigns more effective. No matter what size your budget, TV outperforms other media channels.

We've collected a few headlines for you here and also filmed Les Binet and Peter Field presenting their findings.

Associated content,

  • Payback 3, an independent study commissioned from Ebiquity by Thinkbox, is an econometric analysis of 3,000 ad campaigns across nine advertising sectors between 2006 and 2011. It compared, on a like-for-like basis, the sales and profit impact during the last five years of five forms of advertising: TV, radio, press, online static display and outdoor. You can read all about it here.
  • This research by the IPA – in association with Thinkbox – examines the business effects of 1,000 advertising campaigns from over 30 years of IPA Effectiveness data. It provides evidence-based recommendations for businesses on how best to approach investment in advertising. The report was researched and written for the IPA by Les Binet, Head of Effectiveness at adam&eve DDB, and Marketing Consultant Peter Field, and is an update on their influential earlier work, ‘Marketing in the era of accountability’, which was published in 2007. Here you can find some of the key findings and recommendations from the study.