The IPA’s analysis (257 IPA Effectiveness cases studies) reveals that that non-awarded campaigns, on average generate 0.5 points of share growth per 10 points of ESOV. Which is obviously very much in line with the findings from Nielsen’s analysis.
In sharp contrast, creatively-awarded campaigns generate on average 5.7 points of share growth per 10 points of ESOV.
In other words creatively-awarded campaigns generate around 11 times (that’s right, 11 times) more share growth per 10 points of ESOV than creatively-non-awarded campaigns.