TV advertising consistently strongest, says Thinkbox analysis

The Pathways to Profit report, conducted by Ebiquity for Thinkbox – the marketing body for commercial TV in the UK – was based on an econometric analysis of over 4,500 ad campaigns across ten advertising sectors between 2008 and 2014. The analysis compared the sales and profit impact of five forms of advertising: TV (both linear spot and sponsorship), radio, press, online display (excluding on demand) and outdoor.

The report revealed that, for every £1 invested in advertising between 2011 and 2014, TV returned £1.79 (a 5% rise on the return during the 2008-11 period); radio returned £1.52; press returned £1.48; online returned £0.91 and outdoor returned £0.37.

According to the Thinkbox report, the apparent increase in effectiveness of TV research was attributed to a number of factors:

• Multi-screen behaviour allowing viewers to act instantly on what they see
• A more sophisticated understanding by advertisers of integrating TV ads with other media
• A “golden age” of TV content creating a higher quality environment for advertisers
• A fall in the cost of TV advertising

More information on the report can be found here.