Payback Australia: Auto
The Payback Study saw Ebiquity model $450 million in media spend against three years of sales data for four automotive brands.
The Payback Study saw Ebiquity model $450 million in media spend against three years of sales data for four automotive brands. For the participating brands, all media channels returned a positive ROI with more than a dollar paid back for every one invested.
TV ads delivered the highest ROI with $8.90 in sales revenue generated for every dollar invested – almost double the next most effective channel, radio.
Results from the second tranche of the study also showed that media plays a critical role in driving sales for auto brands. In fact, 12% of sales were generated from media and of that figure, TV alone was responsible for 81% of the sales effect.
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