Content Effectiveness

Conducting research among viewers and non-viewers of the AO to assess sponsorship awareness, consideration, and next-action intent, along with campaign and brand messaging.

Gemba’s approach involved conducting research among viewers and non-viewers of the AO to assess sponsorship awareness, consideration, and next-action intent, along with campaign and brand messaging. Several areas within the Creative Effectiveness Module were examined to evaluate the effectiveness of the client’s creative content. Using Gemba’s proprietary model, each asset was evaluated to generate a single score known as the Creative Power Score (CPS).

Gemba analysed all parts of the campaign to understand how the assets interacted and impacted the overall campaign. We measured these components for all sponsors to gauge the impact of the AO and Channel Nine’s broadcast on consideration and awareness, comparing the results against our extensive Industry Norms to measure relative performance.

The key findings were presented to Channel Nine and their clients in individual, bespoke sessions, where results and optimisations were tailored to each client’s brief.