The world of response planning has become increasingly complex over recent years.  Understanding the key drivers of response over the short, medium and long-term is a constant challenge, but one that’s essential if advertisers are to optimise their investment.

Key Points

• TV creates the highest volume of short to medium-term sales.   It drives more media-driven sales than any other communication channel
• TV advertising drives the highest volume of cost-efficient response:  because of its reach and scale, TV advertising keeps generating a cost-efficient level of response at higher levels of spend than other media.
• TV advertising dominates longer-term response.  Half of all media driven response comes 3-24 months post campaign and TV is responsible for 52% of the impact that media has in the longer-term. 
• Direct response TV should be planned to maximise coverage above frequency – c.90% of total response was generated after a viewer had seen a TV ad once or twice, therefore in most cases, reach should be prioritised.

Source: Thinkbox