This data is from a campaign I controlled, where documented proof of performance was provided. This is the type of accountability that is being
delivered by media today. The "fact" that radio reaches 93% of the population simply doesn't matter when media buyers are provided with details like this.
This is where I began making major adjustments to the campaigns' previous strategy.
Less money was spent, more product was sold, and 33.3% fewer people were sampling the product.
This is targeted, accountable advertising. It doesn't matter if we reached 93% of the population.
Fact is, we delivered 88.3% fewer impressions.