More effective than ever

Television is rocket fuel for brands. It is irreplaceable and nothing waiting in the wings can do what TV does. Whether in the short term or the long, it delivers the most profit at the greatest cost-efficiency and for the lowest risk. Every major study into advertising effectiveness – including those commissioned by competing media – agrees that TV outperforms all others.

‘Profit Ability 2: the new business case for advertising’ (2024), by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker UK, found that television:

• Drives the highest volume of short-term returns. TV (Linear TV and BVOD) generates 41.5% of all short-term media-driven profit at a profitable ROI of £1.79
• Delivers the highest total volume of profit: TV (Linear TV and BVOD accounts for 54.7% of advertising’s full payback with an above average profit ROI of £5.61 vs. the all-media average of £4.11
• Despite being known best as a long-term investment, TV is actually the 2nd biggest driver of ‘immediate effects’ i.e. profit generated within the same week as ad exposure. Linear TV advertising account for 20.5% of immediate payback; BVOD accounts for 7.3%.