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Vital for long term success.

  • Short term, TV is responsible for 62% of all advertising-generated profit at an ROI of £1.73 for every pound spent - the highest of any form of media.
  • Longer term, TV advertising creates 71% of total advertising-generated profit at an ROI over 3 years of £4.20 for every pound spent - also the highest of any media.
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62%

of all advertising generated profit

Sources: Barb, IPA, Ebiquity, Thinkbox, ‘Touchpoints 2020 IPA’

TV fuels other media.

  • TV’s beneficial effect can be felt by all accompanying media. For radio advertising, the multiplier effect of TV advertising can be greater than 100% and is up to 50% for press and outdoor.

TV creates a 'halo effect'.

  • TV boosts all products under the same brand. 37% of the total sales effect from TV is upon products not directly advertised. For example, if a beauty brand advertises a shampoo on TV, the campaign is also likely to boost sales of its other products, such as body spray or moisturiser.

TV and online synergy is powerful.

  • Campaigns that use TV and online together are twice as efficient as those that incorporate brand advertising with other kinds of activation channels.

TV rules the day from an advertising perspective

  • The average adult spends 33% of the ‘chosen’ media day watching TV which is significantly higher than any other media type.
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