TV advertising starts working immediately and carries on delivering for years into the future. However, its short-term effects can be hidden or overlooked. These days, thanks to our ability to multi-screen, all TV ads can be acted on immediately: viewers can go online to research brands they have seen on TV, join in with social elements in TV campaigns and instantly buy products. If you want a symbol of TV’s rapid effects, look no further than the fact that online businesses are now the biggest category of advertiser on TV. They see the instant impact TV gives them.
Group M’s ‘TV Response: new rules, new roles’ (2015) found that:
- TV creates the most short to medium term sales. Media account for on average 39% of sales in the short to medium term (within 3 months of a campaign finishing); 33% of these media-driven sales are driven by TV advertising, more than any other communication channel. By comparison, paid-for online search created 22%, online display 12%, affiliates 10%, print 8%, direct mail 8%, radio 3% and outdoor 1%
- TV drives a response through several channels directly, generating 25% of all media-driven sales delivered via telephone, 45% of all media-driven sales via bricks & mortar and 29% of media-driven sales through web traffic driven direct-to-site, including non-paid-for-search
- TV is also responsible for driving an indirect response through online channels, generating 33% of media-driven sales via paid-for online search; 26% of media-driven sales via online display and 20% of media-driven sales via affiliate marketing
- TV is responsible for driving 33% of all media driven interactions for brands on Facebook, e.g. likes and comments
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