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ITV Launches Recovery Budget Planner Tool

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ITV has alunched a Recovery Budget Planner tool for advertisers.

Commissioned by ITV AdLabs, ITV’s commercial innovations umbrella, the free Recovery Budget Planner, built using independent data from Magic Numbers, will give advertisers the expected impacts of different advertising budget scenarios in terms of market share, sales and profit.

Designed and built by Magic Numbers, a leading econometrics consultancy, the Recovery Budget Planner is a brand-new way for marketers to present a convincing case to Finance Directors on how advertising can help a brand return to growth following the economic downturn.

By inputting current spend on media, competitor spend on media, market share and an optional profit margin, the tool can express the expected impacts of different advertising budget scenarios in terms of market share, sales and profit. Once these variables have been submitted the user selects a recession forecast for the brand’s sector (powered by Magic Numbers projections) from available options that are reasonably likely. The tool then works out what the user’s share of voice and from that how share of market will change to 2025, additional costs of recovering lost market share if budgets were cut and the expected number of years to return to pre-recession market share.

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