B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • State of Origin
  • WPP
  • AFL
  • B&T Women in Media
  • Pinterest
  • Thinkerbell
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • Foxtel
  • AI
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: ThinkTV Unveils Study Into Video Ads’ Effectiveness Across Different Platforms
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > ThinkTV Unveils Study Into Video Ads’ Effectiveness Across Different Platforms
Media

ThinkTV Unveils Study Into Video Ads’ Effectiveness Across Different Platforms

Staff Writers
Published on: 30th August 2017 at 11:57 AM
Staff Writers
Share
4 Min Read
SHARE

Industry body ThinkTV has uncovered new insights into how and why video advertising works for brands across different media platforms.

The research by respected marketing science academic Professor Karen Nelson-Field makes a number of significant findings that are designed to help advertisers and their agencies get the best out of video advertising.

https://youtu.be/RgGzlq-djwc

The study found that advertisements viewed by consumers on Facebook, YouTube and TV all generated a positive sales impact for brands. Of those platforms, TV advertising generated the greatest sales impact and attention, scoring significantly higher than Facebook and YouTube on both measures, with Facebook ahead of YouTube.

Key findings include:

  • Using the well-established metric of short-term advertising strength or STAS to measure the impact an advertisement has on a brand’s sales, the research found that TV was 24.1 per cent stronger than YouTube and 22 per cent stronger than Facebook.
  • The same pattern carried for the attention paid to an ad, which Professor Nelson-Field scored based on a number of factors including active ad viewing, active ad avoidance and passive ad avoidance, measured for each second that a commercial ran. On an aggregate of these measures, TV scored 58 points out of 100. This was 13 points higher than Facebook, which scored 45, and 38 points higher than YouTube, which scored 20 (see table and slide 19).
  • The study found that screen coverage (the percentage of a screen occupied by an ad) was highly correlated to attention and sales. On this measure, TV, at 100% screen coverage, provided 10 times more “Coverage” on average than Facebook and three times more coverage than Youtube, which Professor Nelson-Field identified as one of the key reasons for TV’s ability to have the most impact on sales
  • The research also showed that the size, frequency and speed of introduction of a brand or product within a commercial correlates to attention and sales impact. The ads that produced greater sales impact.

Professor Karen Nelson-Field said: “The Benchmark Series gets under the hood of all the major video advertising platforms and – using in-home, natural viewing conditions – provides a clear understanding of why certain platforms drive higher levels of attention and greater levels of advertising impact than others. It will help advertisers to make informed inventory choices when selecting media.”

Kim Portrate, CEO of ThinkTV, said: “The first thing to note about this study is that it proves video advertising works on all these major platforms – but it also shows that not all media is equal when it comes to video advertising.

“It is well-known that TV content is professionally produced, of broadcast quality and is highly brand-safe. That is in contrast to the glut of sub-premium, user-generated content that can feature heavily on social media platforms. Karen’s results help to show why this matters for brands. It’s perhaps little wonder that many social media platforms are trying to dip their toes into TV-style content themselves – put simply, it works best for brands.”

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, bet365
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Dame Lisa Carrington.
Zespri Teams Up With World Champion Kayaker Dame Lisa Carrington In Global Partnership
10/07/2025
Agency Scorecard: EssenceMediacom
10/07/2025
Agency Scorecard: It’s Friday
10/07/2025
BMW’s Alex McLean: Let Go Of The Steering Wheel
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?