On October 30th, the ARF’s Organizational Council presented the results of the 2024 Organizational Benchmark Survey. This 3rd wave of the Benchmark Survey followed the 1st and the 2nd waves, which took place in 2019 and 2021, respectively. Council Chair Susan Pizzaro’s presentation touched on trends in research department structures, budgets and resources; changes in valued skills and tools used; and satisfaction with the value brought by insights and analytics teams. Afterward, Becky Bach of Pernod Ricard USA and Jim Spaeth of Sequent Partners joined Susan in a discussion moderated by ARF’s Chief Research Officer Paul Donato.
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Media company Turner Broadcasting commissioned a study showing that shifting as little as 10% of promotional dollars to media advertising can result in big return on media investment results for marketers.
The study—conducted with IRI, the consumer products/healthcare marketing analytics company—noted that consumer product marketers can spend as much as 66% of marketing dollars on promotion. Shifting 10% of that money can return in return on investment (ROI) gains of 10% to 25%.
Turner/IRI research looked at three years of data, across 62 brands representing $20 billion in sales and $3 billion in marketing spend across food, beverage, health care, beauty and home-care marketers.
The research indicates that the results are more dramatic when separating short-term and long-term ROI versus overall promo spending.
Source: Turner Broadcasting and IRI
Access full article from MediaPost
Member Only Access
Media company Turner Broadcasting commissioned a study showing that shifting as little as 10% of promotional dollars to media advertising can result in big return on media investment results for marketers.
The study—conducted with IRI, the consumer products/healthcare marketing analytics company—noted that consumer product marketers can spend as much as 66% of marketing dollars on promotion. Shifting 10% of that money can return in return on investment (ROI) gains of 10% to 25%.
Turner/IRI research looked at three years of data, across 62 brands representing $20 billion in sales and $3 billion in marketing spend across food, beverage, health care, beauty and home-care marketers.
The research indicates that the results are more dramatic when separating short-term and long-term ROI versus overall promo spending.
Source: Turner Broadcasting and IRI
Access full article from MediaPost
Member Only Access
Media company Turner Broadcasting commissioned a study showing that shifting as little as 10% of promotional dollars to media advertising can result in big return on media investment results for marketers.
The study—conducted with IRI, the consumer products/healthcare marketing analytics company—noted that consumer product marketers can spend as much as 66% of marketing dollars on promotion. Shifting 10% of that money can return in return on investment (ROI) gains of 10% to 25%.
Turner/IRI research looked at three years of data, across 62 brands representing $20 billion in sales and $3 billion in marketing spend across food, beverage, health care, beauty and home-care marketers.
The research indicates that the results are more dramatic when separating short-term and long-term ROI versus overall promo spending.
Source: Turner Broadcasting and IRI
Access full article from MediaPost
Member Only Access
