Published initial results: more visits, stronger mid-funnel activity and fewer competitor brands considered.
Initial published Auto Match comparison with a standard ITVX campaign.
In this insight
The challengeThe workThe published resultsWhat this enablesRead the result in contextThe decision this helps answerWhat to agree for a comparable projectMethodology at a glanceThe challenge
TV delivery reports do not show the whole buying journey. Advertisers needed evidence of subsequent automotive behaviour.
The work
As Auto Match’s measurement partner, Sophus3 connected known ITVX-exposed viewers with participating brand sites and Carwow, examining visits, configurations and test-drive enquiries.
The published results
Compared with a standard ITVX campaign, the initial report described 129% more visits, 133% greater effectiveness at encouraging mid-funnel actions, and 27% fewer competitor brands considered by Carwow users.
What this enables
The work gives teams a basis for assessing audience quality and campaign influence beyond delivery.
Read the result in context
These are the initial published campaign comparisons, not guaranteed outcomes or a direct count of vehicle sales. The baseline and measured population matter.
The decision this helps answer
The study gives advertisers a way to discuss what audience exposure was followed by, using automotive actions rather than delivery totals alone. It can inform the next measurement brief and questions about audience quality.
What to agree for a comparable project
Define the exposed audience, the comparison group, the observation window and the automotive actions to measure. Agree these before comparing campaign performance.
Methodology at a glance
The published comparator was a standard ITVX campaign. The reported outcomes covered visits, mid-funnel activity and competitor brands considered, rather than vehicle sales. The summary does not provide the full sample sizes, confidence intervals or observation windows. Those details should be requested before reproducing the comparison or drawing a causal conclusion.
