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September chart of the month: How long does it take for TV to deliver results?

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This chart, taken from our research ‘As Seen on TV: supercharging your small business’ shows the average sales uplift against base sales (the average number of sales generated by your businesses without any advertising or promotional activity) for a four week TV campaign with a budget of £1.25m. During the four weeks the campaign is on air, the uplift in the volume of sales grows and is slow to decay following the campaign.

Based on the average campaign, the point at which the media investment turns to profitable payback is typically 4 months post-campaign.

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