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).

where:

  • n1 – media 1
  • n2 – media 2
  • S1 – n1 segmentation value
  • S2 – n2 segmentation value

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

EXAMPLE:

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