Survey attribution under-reports brand: TV campaign spikes show up as 'Instagram'
WarningBrand Strategy
Survey attribution under-reports brand: TV campaign spikes show up as 'Instagram'
Self-reported attribution under-reports brand channels. During a TV campaign, Eucalyptus sees a sudden spike in customers who say they heard about the brand on Meta or Instagram even though nothing changed on those platforms: the TV ad pushed them over the edge, but they remember the channel where they had already seen the brand. Read survey data as mental availability, not as a direct cause.
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Tracksuit webinar "Brandformance Formula" with MagicBrief and Eucalyptus (2025)
Mikayla Hopkins (Tracksuit), George Howes (MagicBrief), Carly Griffin (Eucalyptus)
00:48:40-00:49:47 Carly Griffin
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