In today’s performance-driven marketing landscape, Return on Investment (ROI) remains a top priority for brands investing in advertising. While digital platforms offer immediate performance metrics, mainline media—such as TV, print, and radio—still plays a critical role in brand building and mass outreach. But how can businesses effectively measure the ROI of mainline media campaigns?

Let’s break down the key metrics and methods to track ROI from traditional media, ensuring your campaigns deliver both impact and accountability.

Why ROI Matters in Mainline Media

Mainline media often involves higher costs and broader reach than digital campaigns. Brands expect a proportionate return, whether in terms of brand recall, customer footfall, or direct sales uplift. Measuring ROI isn’t just about financial gains—it's about justifying spend and optimizing strategy.

Key Metrics to Track for Mainline Media ROI

1. Reach and Frequency

  • What It Measures: The total number of unique individuals exposed to the ad (reach) and how often they see it (frequency).
  • Why It Matters: High reach ensures message penetration, while optimal frequency reinforces recall without causing fatigue.
  • Tools to Use: BARC (TV), IRS (Print), RAM (Radio)

2. Brand Recall & Awareness Lift

  • What It Measures: The extent to which consumers remember your brand after exposure.
  • Why It Matters: Mainline media is powerful for building top-of-mind awareness.
  • How to Measure: Pre-and post-campaign surveys, aided and unaided recall tests.

3. Sales Uplift or Footfall Attribution

  • What It Measures: Direct or indirect sales increase during or after the campaign period.
  • Why It Matters: Sales are the ultimate indicator of ROI.
  • How to Measure: Compare historical sales data, POS data analysis, coupon/redemption tracking.

4. Cost per Thousand (CPM)

  • What It Measures: The cost of reaching 1,000 people.
  • Why It Matters: A benchmark for media efficiency across channels.
  • Example: A TV ad costing ₹5,00,000 reaching 1 million people has a CPM of ₹500.

5. Engagement via Call-to-Actions (CTAs)

  • What It Measures: Response rates through phone numbers, SMS codes, URLs, or QR codes mentioned in the ad.
  • Why It Matters: Tangible response metrics for traditionally untargeted media.
  • Tools: Call tracking, unique URL analytics, coupon codes.

6. Media Mix Modeling (MMM)

  • What It Measures: The contribution of each media type to sales.
  • Why It Matters: Helps understand how TV, print, and radio drive performance in a multi-channel ecosystem.
  • Tools: Econometric modeling, advanced attribution tools.

Challenges in Measuring Mainline Media ROI

  • Delayed Impact: Traditional media often works over the long term.
  • Data Gaps: Limited real-time data compared to digital platforms.
  • Attribution Complexity: Difficult to isolate the effect of one media channel.

Yet, with the right mix of analytics, surveys, and sales tracking, these challenges can be mitigated.

Best Practices for Maximizing ROI

  1. Set Clear KPIs: Define success in measurable terms before launching the campaign.
  2. Integrate Offline & Online Tracking: Use QR codes, vanity URLs, and unique phone lines to capture direct response.
  3. Compare Historical Data: Analyze previous campaign benchmarks for context.
  4. Use Third-party Analytics Partners: Services like Nielsen, Kantar, or BARC can provide credible data.
  5. Combine with Digital Campaigns: Create synergy with online campaigns to enhance ROI measurement.

Conclusion

Mainline media continues to be a cornerstone of brand marketing in India and globally. While tracking ROI in these channels isn’t as straightforward as in digital advertising, it’s far from impossible. By focusing on the right metrics—like reach, brand recall, sales uplift, and CPM—you can ensure your campaigns are not just creative, but also cost-effective and data-driven.

 

Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)