TV creates the most sales

TV advertising works

Download

TV is the most effective advertising medium. That is one point that every major study into advertising effectiveness agrees on. It generates the most profit, creates more sales and consistently outperforms everything else. TV stands head and shoulders above other media in driving business results and there is a mountain of research to prove it.

  • Investing in TV increases effectiveness by 40%, making it the most effective medium (IPA ‘Effectiveness in a changing media landscape’, 2017)
  • TV advertising best at generating top-line growth that drives profit, with a 2.6% average market share point gained per year when using TV advertising (IPA ‘Effectiveness in a changing media landscape’, 2017)
  • TV advertising is becoming more effective due in part to growing synergies with online, especially online video (IPA ‘Effectiveness in a changing media landscape’, 2017)
  • Between 1980–1996, adding TV to a campaign led to an average 12% increase in business effects. This increased to 40% during 2008–2016 (IPA ‘Effectiveness in a changing media landscape’, 2017)
  • TV advertising delivers an average return of £1.79 for every £1 spent, well above other media, and is more effective now than ever (Ebiquity, ‘Payback 4’, 2014)
  • An econometric study by the Radio Advertising Bureau also showed that TV creates the most profit (RAB, ‘Radio: The ROI Multiplier’, 2014)
  • TV pays back both over the short- and long-term, but the long-term approach is where the greatest profit is generated. In campaigns lasting 3+ years, TV advertising creates an average uplift in profit of nearly 140% (IPA, ‘Advertising Effectiveness: the long and short of it’, 2013)
  • TV advertising is, on average, twice as effective at increasing sales per equivalent exposure than the next best performing medium, which is press (Ebiquity, ‘Payback 4’, 2014)
  • TV delivers its value over a much longer time frame. TV spend from year 1 still affects sales in year 2 almost as strongly – in fact 45% of TV’s total sales effect were delivered after year the first year of investment (PwC, Payback 1, 2008)
  • TV adds the greatest number of business effects to a campaign – things such as sales, profit and market share. It increases these effects on average by 41%. The next best medium is press, which increases business effects by 14% (IPA, ‘Advertising Effectiveness: the long and short of it’, 2013)
  • Including TV advertising in a campaign increases its efficiency six fold (IPA, ‘Advertising Effectiveness: the long and short of it’, 2013)
TV generates the most profitBest for salesTo download slides, click the button at the top of this page.




You might also like
238-Million-Views-Booklet

238 million views … and other things you should know about TV

This booklet brings together the latest stats and insight from TV and advertising all in one handy PDF.

All TV ads can be response ads

TV drives rapid response

TV ads have unbeatable long-term effects, but they are also very powerful in the short-term and can be acted on immediately thanks to people’s ability to multi-screen. The high street is in our living rooms now and TV has become a point of sale medium.

TV is vital for long term profit

TV is vital for long-term success

TV advertising works and it works fast. But that’s only part of its power. The effects of TV advertising accumulate over time; the longer you advertise, the bigger the effect.