19. The long media tail Sue Elms Executive Vice President, Global Media Practice, Millward Brown UK

20. This is not “new” news.

27. Then I got bored.

43. Recency, frequency and the duration of the sales effects of TV advertising and their implications for media scheduling Roberts/Mosely 1999

55. 69.7% cume reach

57. 71.5% cume reach

59. 77.1% cume reach

61. 79.0% cume reach

67. Source: Nielsen Adex Jan 08- July 09

69. Source: Nielsen Adex Jan 08- July 09

73. Source: Nielsen Media Research Panorama Jun 08 – May 09

82. Recency, frequency and the duration of the sales effects of TV advertising and their implications for media scheduling Roberts/Mosely 1999

88. Project Apollo and ad impact Improving returns from media expenditures Bart Flaherty CEO, GroupM Business Science N.A.

94. We do indeed observe that a brand’s share-of-voice does have a positive correlation with ad recall and brand impact. However, this correlation is small and less important than many other principles such as creative quality, reach, recency, airing one spot at a time, and excessive creative wear-out . That is, share-of-voice is helpful, but it is not so important that advertisers should plan to achieve high share-of-voice to the detriment of other more important contributors to advertising efficacy. Measure twice and cut once Measuring what matters, properly John Hallward President Global Product Development, Ipsos-ASI, Canada.

113. Not just TV: all media = more flexible/innovative.

139. Measure twice and cut once Measuring what matters, properly John Hallward President Global Product Development, Ipsos-ASI, Canada.

140. Measure twice and cut once Measuring what matters, properly John Hallward President Global Product Development, Ipsos-ASI, Canada.

145. So...

149. Thank you.