Winners and losers in Marketing Channels 2013

1. TV Retains top spot in 2013
Marketing Communication Channel League Table.
2013 saw a general increase in consumers’ receptiveness to marketing communications with most
channels showing an increase in their British Consumer Index (BCI) Channel Scores.
TV maintained its leading position with a significant increase in its score with Warm Email and
Newspaper Advertisements taking over second and third spots.
Only three channels received a lower
score in 2013 compared to 2012; Cold
Email, Cold Mail and Telemarketing.
BCI Channel Scores are based on a
combination of measures; acceptability of
the channel, past response to the
channel and willingness to respond to the
channel in future.
A total of 21 different channels are
monitored each month with back data
going back to 2008.
Looking at the longer term trend it can clearly be seen that some of the more ‘Traditional’ channels are
showing a recovery after the downturn in the wake of the 2008 ‘Credit Crunch’. While ‘Cold’ Channels
seem to be declining.
Interestingly, Mobile Messaging is not showing the
breakthrough with consumers that the ‘hype’ would
suggest.
This may be due in part to the ‘infancy’ of the channel
and also the fact that not everyone is as glued to their
iPhones and Androids as those in the marketing industry.
The full 2013 data on the BCI Marketing Channel Scores
is now available for purchase from www.bcindex.co.uk in
Excel pivot table format.
© DataTalk Research Ltd January 2014
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2. The British Consumer Index is the only source of data across 21 different marketing communication
channels. It monitors recall, acceptability, past response and willingness to respond against a
background of comprehensive demographics, internet access and use, financial optimism, influences to
purchase and intention to purchase.
All data is coded with 11 different geodemographic segmentation models including Acorn, Cameo,
Censation, Mosaic, P2 and Personicx.
For further details contact:
Steve Abbott
Director; The British Consumer Index
Tel; 0203 286 1981
Email; stevea@thebps.co.uk
© DataTalk Research Ltd January 2014
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