Revealing Magnum’s Cross-Media Reach & Frequency Performance

Summer was the perfect setting for the launch of a new line of Magnum ice creams in Germany. To consistently reach the 18-44 age target, the campaign, which also included other social media actions aimed at a younger audience not covered here, relied on Linear TV and Digital media like YouTube, CTV, Netflix, Amazon Ads, Disney, and Spotify.

• What Reach and Frequency did each of these media contribute?
• What happens to each medium if we filter the total reach of the campaign with a Frequency of 3+?
• What effect did the campaign have among those exposed to it in terms of spontaneous or suggested awareness?
• How do their responses compare with those who were not exposed?

Methodology:

FLUZO's measurement is designed to assess the audience context from a single source in a completely objective manner, thanks to ACR. This shifts the focus of measurement from media and households to people, wherever they are, to create a single-sourced, 100% cross-media language that offers a unique view of the campaign's total reach and each medium's contribution–revealing many opportunities for improvement and optimization in planning.

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