Free-To-Air Ads Still Kick Digital’s Backside Says New US Survey

Man sitting on a sofa watching tv with hands folded behind his head
SHARE
THIS



In good news for David Gyngell, A US study has found that TV advertising effectiveness has remained steady during 2009-2014 and has outperformed digital and offline channels at driving key performance metrics.

The study was commissioned by Turner Broadcasting and Horizon Media partnered with marketing-analytics company MarketShare. The study meta-analysed thousands of marketing optimisations used by major advertisers from 2009 to 2014.

Some of the key findings included:

TV has the highest relative efficiency in achieving KPIs

Analysing advertising performance across a wide variety of industries and media outlets including television, online display, paid search, print and radio advertising, MarketShare found that television had the highest relative efficiency at driving such KPIs as sales and new accounts.

2. TV has maintained its effectiveness over the most recent five years

TV advertising has been equally impactful in 2012-2014 as it was in 2009-2011—despite the explosion of digital media over that time. TV was the only medium to maintain its effectiveness (a 1.5 per cent decrease in five years) while the other advertising media—both online and offline—declined more than 10 per cent.

3. TV marketers can further optimise spend with high-frequency consumer interaction data similar to digital

TV advertising drives a high volume of measurable actions such as inbound calls and website visits, hence TV advertisers can utilise these interactions to quickly evaluate TV advertising effectiveness across channel group, day part, campaign, and creative. MarketShare was able to recommend a large reallocation amongst TV outlets that drove a nearly 6 per cent sales increase for a brand.

“We funded this analysis due to advertiser concern that TV effectiveness in driving ROI had decreased,” said Howard Shimmel, chief research officer, Turner Broadcasting.  “This analysis clearly demonstrates that TV ad effectiveness remains powerful and has not diminished, maintaining its leadership strength over other forms of media.”

“In spite of new and evolving media platforms and rapid changes in consumer habits, TV’s effectiveness has not been diminished,” added Shimmel.

“Our clients need our continued perspective on the effectiveness and efficiencies of video options across multiple platforms,” adds Eric Blankfein, chief of WHERE at Horizon Media. “From where I sit, as the chief of the WHERE group at Horizon, we saw the value of partnering with Turner and MarketShare to garner those perspectives and determine how OLV and TV can best serve clients across numerous business categories.  Through this partnership, we have seen the quantified contribution of television to positive business results. It answers many of the questions our clients bring to us every day.”

For more information on the report, click here.

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine