Structural factors have greatest influence on ROI

An overview of the significance of long-term and short-term factors in driving return on investment across 11 categories.

Long-term, structural factors like brand size and budget account for over half of advertising's return on investment (ROI), according to research from Nielsen.

Across all 11 categories analysed, structural long-term factors have the greatest effect and influence 57% of ROI. This rises to 62% for automotive advertisers but drops to 54% in the beverages category.