Billett branches out into ad effectiveness auditing

Media auditor the Billett Consultancy is branching out beyond the evaluation of media strategies with the launch of a new independent service measuring the effectiveness of advertising.

The initiative, called Billetts Sales Media Tracking (BSMT), is designed to isolate the impact of advertising campaigns on sales. It is being run by Ian Fermor, a former management scientist at brewer Whitbread.

John Billett, chief executive of the Billett Consultancy and a former chief executive of CIA, says: “Marketing directors are coming under increasing pressure to measure and enhance the effectiveness of their marketing activities.”

He says the new service will help advertisers optimise the balance between advertising expenditure and price promotions by analysing the relationship between advertising and factors such as a product’s price, its distribution and store positioning.

BSMT has been developed over the past 18 months and has so far been used by clients such as Pizza Hut, BP and Muller Dairy. It includes a software package called BillettsView, which allows clients to access data and run “what if?” forecasts.

Billett currently tracks and evaluates 17 per cent of UK TV spend. The consultancy was formed in 1995 after a management buyout from CIA.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here