ThinkboxThis month’s Chart of the Month comes from our latest study, ‘Staying Power: the longevity of advertising’, which explores how advertising continues to drive impact long after campaigns end.
Based on data from almost 20,000 UK adults aged 18–75, the research tracked post-campaign effects of advertising by measuring purchase intent over eight weeks from nine major brands — uncovering what really helps ads stay impactful over time.
Analysis revealed that campaigns using four or more media channels are twice as likely to make people definitely consider buying a product compared with single-channel campaigns (40% vs. 20%). And TV plays a crucial role in that mix as the battery that charges other media. When TV is included, it boosts the impact of other media on definite purchase intent by an average of 26%.
But when TV is excluded, the effect drops sharply across the board, with Print and OOH seeing the largest declines in definite purchase intent (-28%), whilst Other Online (mainly search and display) experienced the least (-9%).
For more insight on the longevity of advertising, watch Staying Power on demand.
For all Chart of the Month’s from the recent months, download the slides from the link above, this includes:
- September/October: Twice as many people trust brands advertised on TV than YouTube
- August: ‘Cheap media isn’t cheap if nobody’s watching’
- July: As your business grows, the ROI from a more balanced mix gets better
- May/June: When TV is on air, digital channel performance is uplifted by 13.7%
- April: Ads benefit from a premium environment
- March: Viewing to ad-supported quality content grows
- January/February: Ads are noticed more when people are relaxed and/or in a good mood
- December: Creatively consistent brands report more very large business effects
