Firm to measure impact of TV commercials

It is now possible for an organisation to determine whether their advert on television is creating the desired response from consumers or not. This follows the launch of SPOT ON, a new research tool that will measure how consumers feel, act and move with their wallets each time an advert hits the screens.

“This tool has been tailor made to assist marketers in marking informed decisions when investing in advertising as a marketing tool.” said Jacek Otffinowski, Head of Ipsos Advertising Systems and Insights Pan Africa.

Figures indicate that there are an estimated 120 news adverts hitting the local market each month.

Last year, an estimated Sh65 billion turnover was reported in the country’s advertising business. But even with this boom in the advertising business, it is still unclear whether companies are reaping any gains from the huge investments. “This is why we need to measure how effective an advert is. It is estimated that some 50 per cent of overall advertising spend normally goes to the waste bin,” said Otffinowski.

A great advert must be able to have sufficient stopping power, able to cut through the clutter and keep the audience continuously engaged. “Ipsos Synovate seeks to explore every possible avenue that will provide accurate and analytical data to marketers to help manage their spending,” said Ipsos Synovate Kenya Managing Director Maggie Ireri.

The tool measures how well consumers remember an advert that has been on air for two weeks, how the advert influences purchasing intent and attitudes towards the brand.

By Jackson Okoth