TV ads create most short to medium term sales
TV advertising generates the most short to medium term sales and dominates long term response according to research from GroupM, commissioned by commercial TV marketing body Thinkbox.
The study ‘TV Response: new rules, new roles’ was designed to look at the different media channels’ effects on driving response and TV advertising’s role.
GroupM found that media account for on average 39% of sales in the short to medium term (within three months of a campaign finishing); 33% of these media-driven sales are from TV advertising, more than any other communication channel. Paid-for online search created 22%, online display 12%, affiliates 10%, print 8%, direct mail 8%, radio 3% and outdoor 1%.
It also found that TV is responsible for 44% of all media-driven interactions for brands on Facebook (e.g. likes and comments). This effect of TV on Facebook was two-fold: TV ads prompt consumers to directly engage with Facebook; and TV drives significant volumes of sales and, after purchase, consumers go on to engage with Facebook.
Source: Thinkbox 5.11.15
