A study that took place in the UK through a research firm called Ebiquity looked at over 3,000 ad campaigns that ran between 2006 and 2011 across nine different industries. The research found that on average, TV ads were found to deliver an ROI (return on investment) of £1.70 for every £1 spent. Television came in ahead of radio, then static online displays and outdoor. What’s even more surprising is that the report showed 71% of the sales were attributed to TV advertising even though TV receives about 55% of media budgets. Even more, when TV was combined with a radio campaign, radio’s effectiveness rose by 100%.
My thoughts: That’s just one more reason to look at TV advertising (and I’m an unbiased media buyer) and to also think about a media mix rather than just one medium for your ad campaign.
Data sourced from Thinbox; additional content by Warc staff, 13 October 2011
