ThinkboxOne of TV advertising’s most underestimated strengths is its halo effect — the way it boosts the performance of other media channels. While often misattributed, this cross-channel impact is both real and measurable.
According to GroupM analysis in ‘Why the Eff would you cut TV?’ presented at Thinkbox Trends in TV 2025, digital response channels see a clear uplift when TV is live. The study analysed the performance of TV, brand PPC, generic PPC and social across 14 brands, which included 1,489 weeks, and £283m total performance media spend.
Analysis found that on average, the performance of lower-funnel response channels improves by 13.7% when TV is part of the media mix.
More specifically, brand PPC, generic PPC and social saw an average uplift of 12.2%, 13.1% and 15.4% respectively in tracked performance when significant weights of TV were on air. This shows how TV makes digital channels work harder.
For a deeper dive on the consequences of taking TV out of the plan, watch ‘Why the Eff would you cut TV?’ on demand.
For all Chart of the Month’s from the recent months, download the slides from the link above, this includes:
- 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
- September: Optimal ad mix varies dramatically by product sector
- July: Linear TV creates nearly half of all ad-generated profit
- June: TV has the highest weekly saturation point
- May: TV (Linear and BVOD) accounts for over half of all ad-driven profit
