TV ads deliver the most short- to medium-term sales and dominate long-term response


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Editor

| 09 November 2015





Key findings in research commissioned by the UK's commercial TV trade association question conventions about planning direct response ad campaigns.


The GroupM study, commissioned by Thinkbox, found that TV advertising drives the highest volume of cost-efficient response and was even responsible for 44% of media-driven Facebook interactions for brands. Yet the TV Response: new rules, new roles' study also revealed different media channels' effects on driving response and TV advertising's evolving and often hidden role.

GroupM analysed the response effects of a range of channels, including brand response TV, direct response TV, radio, print, outdoor, direct mail, affiliates, online display and paid online search. The study also showed that TV has far-reaching, but often hidden, effects across the communications system.

TV was found to drive a response through several channels directly, generating 31% of all media-driven sales delivered via telephone, 35% of all media-driven sales via bricks and mortar and 32% of media-driven sales through Web traffic driven direct-to-site (including non-paid-for search).

TV was responsible for driving an indirect response through online channels, generating 32% of media-driven sales via paid-for online search; 30% of media-driven sales via online display and 20% of media-driven sales via affiliate marketing.

"This research gives us something we've never had before: a comprehensive understanding of the wide-ranging effects advertising has," said Matt Hill, research and planning director at Thinkbox . "What's clear from GroupM's work is that TV advertising triggers response like nothing else; it delivers both long-term brand building and short- to medium-term sales. It has also revealed the hidden effects TV advertising has on other media and how they work together. I hope this research can be put to use helping make advertising work even better."