Pretesting Increases ROI
In NZ the average 30" ad costs around $100,000 to develop. Suppose too that the media spend on the average ad is $400,000, so the total advertising budget per ad is $500,000.
From international research and testing over 3,500 ads worldwide, irrespective of category, type of advertising, country or media, only about 30% of the finished ads are very effective (Source: Admap 2003).
Pretesting an ad costs around $15,000 for 2 groups. By pretesting you are significantly increasing your ad's chances of success. In fact, the ROI for a pretest has be calculated at 900% if you get it right! (Source: Admap 2003).
TVLowCost includes pretesting in our all-inclusive TV Packs. We always provide 360°degree strategic creative and at least 3 concepts to be pretested.
How many times has your agency 'sold' you an idea? Pretesting tells us which ad will most likely make consumers buy versus being sold to.