Cadbury Dairy Milk ad delivered more than £2 of short-term sales for every £1 spent

Online exposure for a Cadbury Dairy Milk ad delivered more than £2 of short-term sales for every £1 spent, according to the first case study from a panel measuring media consumption against FMCG sales data.

TV reached a bigger audience but delivered only 60p of short-term sales for every £1 spent.
Online delivered 19% additional reach for the campaign, in particular reaching a higher proportion of younger consumers than TV.

Cadbury's 'Chocolate Charmer' campaign was tracked by the Media Efficiency Panel, a joint initiative between GfK NOP and Kantar Worldpanel that was seed-funded by Google.