A poll commissioned by Metrica has found that 74 per cent now use media evaluation compared with 38 per cent in 2004.
Moreover, 78 per cent of those use evaluation to justify additional budget for PR - up from 52 per cent in 2004.
In 2004, 30 per cent of in-house comms practitioners said they ‘never defined business objectives' as part of their planning process, but that has fallen to six per cent. However, the use of advertising value equivalents has also risen, with 42 per cent using AVEs to evaluate their results, compared with 34 per cent in 2004.
Metrica MD Richard Bagnall said the results showed ‘a commitment to accountability that is vital in today's business world', but added: ‘[Agencies] recognise AVEs are flawed.