The β - score shows that media, and not only the message, have a different level of memorisation. An overview of all media shows that Cinema has the highest score (75%), followed by much lower scores for TV (17%), Newspapers & Magazines (10%), and Posters (6%).
A separate study on the various types of mail shows a very interesting comparison: addressed (with name and address) mail scores 61% and door drops 27%.
The β -score is part of mediaplanning as it provides data about the wear-out of a campaign. In other words how long should a campaign run. Using media with a high β -score will prolong the effect of a campaign. And these media will optimise the overall effectiveness of a campaign as this example shows.