We know which half is wasted

中文 | English

3/4 of the reach in a typical TV campaign comes from just 1/4 of the money spent. 

 

If spending more than a million Rmb in a major city, look for heavy waste when over 50% is allocated to one media type. 

             

Two-thirds of shoppers pay no attention whatsoever to LCD ads in supermarkets.

                        

Taxi LCD misses 50% to 60% of taxi riders.  More than one-third of taxi riders usually sit in the front - making them unreachable by taxi LCD in most cities.  And one-third of back seat passengers either try to ignore the LCD or turn it off, if they can. 

 

 Although staying in the room, one-third of TV viewers actively avoid watching ads (but more than one-half actively pay attention!)

             

Once diminishing returns set in, online is just as wasteful as TV.