Australia Effie analysis demonstrates power of mental availability, excess share of voice, and adjusting for attention

This article outlines research focused on the Advertising Council Australia’s Effectiveness Database which addressed vital marketing metrics like mental availability, excess share of voice and attention.

A generation of marketers has been raised on the knowledge that excess share of voice (ESOV) – that is, when a brand’s share of category advertising is above its market share – is vital to driving long-term growth.

But a new report, entitled To ESOV and Beyond, aims to establish a deeper insight into this concept, and recommends engaging with a new slate of attention metrics that can weight media and creative choices so they more closely reflect performance levels in reality.