For a more ‘portable’ scoring system that enables fair cross-measure (and/or cross-country/cross-media) comparisons, to give a simple, ‘at-a-glance’ assessment of how a test ad performed on that measure (or in that country) we use Percentiles.
Percentiles enable us to compare;
- different measures for the same ad (e.g. enjoyment vs engagement)
- the same ad on the same measure across countries
- the same ad on the same measure across media
As percentiles enable fair cross-country and cross-media comparisons, reports that you download for these will be based on percentiles.