Evidence At Scale
615,000+
Customer outcomes analysed
$73M+
Media investment modelled
Multiple categories
Across automotive, retail and software
Media, macroeconomic conditions
Consumer behaviour measured together
Marketing has never been more measurable
But that hasn’t made it more accurate.
Most measurement systems prioritise what’s easy to track, not what actually drives results. The channels closest to conversion are getting the credit, while the channels that actually create the demand are overlooked.
The result is a distorted view of performance, where growth appears to come from demand capture, not creation.
The Demand Effect changes how brand growth is understood
When marketing is measured in the real world, a different pattern emerges. Growth is driven by demand creation. Not just demand capture.
Using advanced modelling across real world conditions, We’ve analysed how media, consumer behaviour and macroeconomic factors interact. The findings are clear:
Where Demand Grows
Demand existed before the campaign
Media influences where demand goes.
Reach creates results
High-reach channels consistently outperformed their share of spend.
Timing changes everything
The best results occurred when media aligned with natural consumer demand.
The last touch wasn't the first influence
Performance channels captured demand that brand channels helped create.
The Demand Effect in Action
Our study reveals a clear multiplier effect, where channels that build demand significantly improve the performance of lower-funnel activity. Rather than working in isolation, media channels compound each other’s impact.
The channels creating demand aren’t always the ones getting credit. But they are the ones driving growth.
Case Studies
The same pattern appeared repeatedly cross every category studied:
- Baseline demand remained the largest driver of outcomes
- High-reach channels consistently outperformed expectations
- Brand activity improved lower-funnel efficiency
- Performance channels captured demand more effectively when TV and audio were active
- External conditions influenced results as much as media investment
What Really Drives EV Choice?
Demand for electric vehicles was already growing. The question was where that demand would go.
To understand what actually drives choice, Prophet partnered with BYD, Seven and LiSTNR to analyse over 320,000 test drives and more than $20 million in media investment.
While category demand was strong, Free TV and audio played a critical role in shaping brand choice by building awareness at scale and directing where that demand flowed.
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Of test drives were directly influenced by marketing
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Lower CPA from premium video vs. baseline video
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more demand contribution from radio compared to its share of spend
The Demand Effect in a complex system
Revenue isn’t created by media alone. It’s created when brand, media, retail moments and economic conditions work together. KitchenAid partnered with Prophet, Seven and SCA to understand how these forces combined to drive performance.
Revenue was driven by a combination of brand, media and market conditions, with Free TV building demand at scale, audio reinforcing it, and together improving how that demand converted.
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Influenced revenue generated by television, BVOD and video
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Marketing ROI
Put your brand at the centre of the Demand Effect
Connect with audiences through trusted, high-impact environments that build demand and drive results.