SPECTACULARITY IN MULTI-FORMAT CAMPAIGNS
Spectacularity ("S") ratio enables the assessment of the spectacularity in the case of a multi-format campaign or a campaign using various media types (from various segments and with various quality characteristics).
The value of S ratio is in the range from 1 through 4
Spectacularity ratio in a single-format campaign is a segmentation ranking of a given media.
SEGMENTATION OF PRIMARY MEDIA TYPES
The campaign runs on citylight media (80% share in the campaign budget) and 50m frontlight media (20%)
Spectacularity ratio = 0.8 x 1,5 + .2 x 3,5 = 1.9