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Best ROI

Short & Long Term Gains

Affects Sales, Profit And Market Share

Best Sales Per Equivalent Exposure

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TV Gives The Best Business Results

TV Advertising Works

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TV Is The Lead Effectiveness Medium

TV Advertising Works

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The proportion of adults watching TV via other devices is small but significant – and growing.

TV Is Everywhere

On average people watch an extra 3 min, 30 secs of TV a day on other devices such as smartphones, tablets and laptops - bringing total viewing to 3 hours, 45 mins a day

12.50%

5.40%

3.50%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

PC Tablet Smartphone

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Devices & Places where TV is Watched

TV Has Unbeatable Scale And Reach

6

Trends In Watching TV

TV Has Unbeatable Scale And Reach

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Tablet Work Elsewhere Business

Trip

Public

Building

Public

Transport

Car

17%

13%12%

10%

13%

16%

12%

TV IS WATCHED IN MANY PLACES OUTSIDE THE HOME

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Extremely High Reach Of TV9

TV Has Unbeatable Scale And Reach

10TV Accounts For Nearly Half The Share

TV Has Unbeatable Scale And Reach

TV Has Unbeatable Scale And Reach

• TV accounts for 48% of the average person’s chosen media day

• The average viewer watches 3 hours, 37 minutes of TV a day

• The average viewer watches 45 TV ads a day at normal speed – 7 ads more a day than ten years ago.

• TV is the dominant form of video for all age groups. TV accounts for 81% of the average person’s video diet. YouTube, for example, accounts for 3.5%.

• Commercial TV’s reach has remained stable for the last 5 years for all age groups.

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• Creative campaigns increase market share.

• 'Creative' campaigns are 12 times more efficient at increasing a brand's market share.

• The more creatively awarded a campaign, the more efficient it becomes.

• Campaigns picking up five or more major creative awards were around three times as efficient as campaigns picking up one to four.

TV Is At The Heart Of Creative Effectiveness

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Fame & Emotion Generate The Most Sales & Profit

• Asked which forms of advertising make them laugh, cry or feel emotional, 77% of the people said TV advertising. This dwarfed all other

• Emotional ads are almost twice as effective at generating profit as rational or informative ads

• Creatively awarded campaigns are far more likely to be emotional than rational.

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1. The largest part of an advertising budget should be invested in media with mass reach and long-term effects.

2. Brands may be guilty of underestimating the long-term impact of TV advertising

TV Is Vital For Long-term Success

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1. In campaigns lasting 3+ years, TV advertising creates an average uplift in profit of nearly 140%

2. TV campaigns still work at about 80% of their initial level in the year following their broadcast.

TV Is Vital For Long-term Success

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33%

26%

20%

0%

5%

10%

15%

20%

25%

30%

35%

Paid For Online

Search

Online Display Affiliate

Marketing

Indirect Response: Online

Indirect response through online channels, generating

• 33% of media-driven sales via paid-for online search;

• 26% of media-driven sales via online display and

• 20% of media-driven sales via affiliate marketing

TV Ads Drive Rapid Response

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Brick &

Mortar, 45%

Web Traffic,

29%

Telephone,

25%

Media Driven Sales

TV drives a response through several channels directly, generating

• 25% of all media-driven sales delivered via telephone,

• 45% of all media-driven sales via bricks & mortar and

• 29% of media-driven sales through web traffic driven direct-to-site

TV Ads Drive Rapid Response

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52% of people welcome TV campaigns which carry a social

media call to action,

TV is responsible for driving 33% of all media driven interactions for

brands on Facebook, e.g. likes and comments

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• The optimum share of advertising budgets that should be spent on TV.

• Identifying a major opportunity for brands to increase investment in TV

• Retail has the highest category payback

TV Works Across Categories

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Brands have a 3:1 chance of losing brand value within 12 months if they reduce their TV spend,

But have a 2:1 chance of increasing brand value if they increase TV spend

Brands that make the heaviest ad cuts lose most brand value -and this is especially true of those cutting TV

aligning a TV plan with a sales plan can deliver an improved sales effect of up to 100%

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Data Sourced from :

1. BARB, 2010-14

2. Ebiquity, ‘Payback ’, 2007

3. Ebiquity, ‘Payback 4’, 2014

4. RAB, ‘Radio: The ROI Multiplier’, 2014

5. PricewaterhouseCoopers, ‘Upside to Downturn’, 2008

6. IPA, ‘Advertising Effectiveness: the long and short of it’, 2013

Thank You

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