Thinkbox recently commissioned GroupM to analyse the response effects of a wide range of channels, including brand and direct response TV, radio, print, outdoor, direct mail, affiliates, online display and paid online search.
The analysis revealed the impact of brand response TV (BRTV) and demonstrated that it was the most efficient driver of long-term response overall. BRTV was responsible for 52% of the long-term media impact. This backs up findings from previous studies, including the IPA’s ‘Advertising Effectiveness: the long and short of it’ (2013) which found that TV advertising is vital for long-term brand health.
It also highlighted how BRTV advertising was 40% more efficient at driving long-term response per pound than the next best forms of communication, which were outdoor and print. Online display was the least efficient generator of long-term response with TV 180% more efficient.
Thinkbox also highlight the following Key Points from the research findings:
- TV creates the highest volume of short to medium-term sales. It drives more media-driven sales than any other communication channel
- TV advertising drives the highest volume of cost-efficient response: because of its reach and scale, TV advertising keeps generating a cost-efficient level of response at higher levels of spend than other media.
- TV advertising dominates longer-term response. Half of all media driven response comes 3-24 months post campaign and TV is responsible for 52% of the impact that media has in the longer-term.
- Direct response TV should be planned to maximise coverage above frequency – c.90% of total response was generated after a viewer had seen a TV ad once or twice, therefore in most cases, reach should be prioritised.
You can see read the full article and explore the findings on the new Thinkbox website here