marketing spends-1

MDI Q1 ’23 | Which mediums will attract marketing spends in 2023

The media turf is changing fast, and the Covid crisis forced many media to rethink their revenue streams at times when advertising revenues were falling. Added to that, the consumer’s pattern of media consumption also altered dramatically at the same time. On the other side, Marketing Decision Makers were forced to make media spend choices that would have a better ROI for the brand. TRA’s MDI Q1 2023 evaluated the Strengths of various mediums as a multiplied function of its Effectiveness (E) and Momentum (M).

Current Marketing Spend Allocation, Medium Effectiveness and Momentum of Medium (if it will increase or decrease in Q1 2023), are all independent measures, but the multiplier of Effectiveness and Momentum gives a good measure of the indicated flow of marketing spends in Q1 2023.

Of the eleven mediums explored in the TRA’s MDI Q1 2023 report, the top three that are indicated to have the highest Strength (ROI, measured between 1 to 100), and by corollary will attract spends, are Digital Advertising (67.54), Public Relations (62.83) and Digital Search (61.97).

Social Media (60.38) is the fourth on the list, followed by National TV Advertising (57.53).

The mediums which are indicated to have the least ROI surprisingly are Trade Media Advertising, English Print Advertising and Radio Advertising.  

Current Marketing Spend Allocation, Medium Effectiveness and Momentum of Medium (if it will increase or decrease in Q1 2023), are all independent measures, but the multiplier of Effectiveness and Momentum gives a good measure of the indicated flow of marketing spends in Q1 2023.

Of the eleven mediums explored in the TRA’s MDI Q1 2023 report, the top three that are indicated to have the highest Strength (ROI, measured between 1 to 100), and by corollary will attract spends, are Digital Advertising (67.54), Public Relations (62.83) and Digital Search (61.97).

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