Big numbers are difficult to add up

I applaud the way Van Wagner has built up its business over the past few years and the site types and locations it has introduced, but I am fed up with this harping on about how much more effective its sites are than any other site type (MW March 13).

What a surprise that its own research (using a sample of 205 adults driving up and down the Old Kent Road) shows mega 96-sheets to have higher recall than bus-stop ads – what next, research showing that round wheels work better than square ones?

The research states that mega 96-sheets offer 33 times more brand impacts, but doesn’t the company realise a mega 96-sheet ad costs 160 times more than a London six-sheet, and that you can’t extrapolate findings on Old Kent Road across the rest of London, much less the country?

Van Wagner then quotes some cost-per-thousand figures, based on its mega 96-sheets having three times the gross opportunities to see of a 48-sheet… not possible if they’re on the same stretch of road and therefore have the same gross audience.

Perhaps square wheels can be shown to work better after all!

Louise Goulborn

Managing partner

Concord

London W1

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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