Thinkbox
In uncertain times, businesses crave one thing above all: predictability. That’s what TV advertising offers. It’s the most effective advertising medium and the most reliable too.
According to Profit Ability 2 – the eye-wateringly comprehensive analysis of media effectiveness – TV (both linear and BVOD) consistently delivers strong, dependable business outcomes with the lowest risk profile of all major channels.
Less risk, more reward
We tend to think of ROI as being in a steady state – an average return that moves up or down based on investment. But ROI is more guide than guarantee, and different media channels have different levels of variance. So, especially in turbulent times, relying solely on average ROI for media mix decisions is a gamble.
Understanding and incorporating risk profiles is crucial for smart marketing. Profit Ability 2 (a meta analysis of £1.8bn of media spend across 10 channels) identified the variability of returns for each channel, allowing advertisers to identify lower-risk options offering more predictable outcomes, or higher-risk channels which have the potential for significant gains but also have a much greater chance of underperformance.
TV’s standard deviation of ROI is below 50%, meaning outcomes are stable and far less volatile than channels like paid social or online display, which swing wildly with variance as high as ±90%. That means with TV you’re far more likely to get what you paid for, and more.
TV defends against price sensitivity
TV isn’t just a growth engine, it’s a powerful tool for brand resilience. Brands that advertise on TV are more likely to command a price premium, making them less vulnerable to cost pressures and economic headwinds.
EssenceMediacom’s Signalling Success research found that TV and other broadcast channels drive social acceptance and pricing power better than any other media. That makes TV especially valuable in tough times because it drives sales AND protects margins.
This is true across all audiences. Whether your customers are 18 or 80, TV strengthens brand perception, builds confidence, and shields against commoditisation.
Proven in practice
McCain is a real-world example of this strategy in action. Post-2008 financial crisis, shoppers became more price-sensitive and private-label products surged. McCain leaned into TV and AV branding, improving both consideration (+37%) and price elasticity (-47%). Over eight years, that strategy delivered £26 million in additional profits, all by choosing media with predictable, brand-building strength.