This episode of The Six Sells Podcast is about media effectiveness and attention.
Nick Pugh, Managing Director EMEA at Ebiquity was my guest and have some insightful answers about media effectiveness, and how it can be planned, bought and measured. Here’s a few of the insights you will find in this episode:
Effectiveness means incrementality at a price
Media effectiveness isn’t activity - it’s incrementality against a KPI, and what you paid to get it. Start by stating the trade you want to make: profit now, growth later, or a mix. Then judge the plan against that choice.
Reach still matters, but effective reach matters more - placements that create time in view and attention. On brand, consideration is a strong lead indicator. When it moves, base sales usually follow.
Measurement that changes decisions
Ebiquity use MMM/econometrics to attribute incrementality across channels and inside channels. When a sharper answer is needed, they run geo tests designed to be nationally representative, then scale the winner.
Short term isn’t the whole story. They link spend → brand metrics → base sales to get total-term payback.
Creative is a multiplier. On like-for-like media, stronger creative can deliver roughly 2.2x the return of weaker work. If you ignore creative, you’ll misread channels.
The best measurement output isn’t a deck - it’s budget moves with owners and dates.
Attention as a planning signal
Ebiquity matched their Profitability 2 ROI database (c. 140+ brands, 14 categories, ~£1.7–£1.8bn spend) with Lumen Research’s attention benchmarks. The relationship was “very, very strong” and Nick said that “attention is a leading indicator of ROI profit”
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