Despite major changes in the television industry, TV has retained its high rating as the most effective advertising medium. Over the last five years, TV advertising has maintained its efficacy and even surpassed other offline and online channels at driving key performance indicators (KPIs), such as sales and new accounts. These are just a few of the eye-opening findings from a new study conducted by Turner Broadcasting in partnership with Horizon Media and marketing-analytics firm MarketShare. Adweek.com aired more from the study that showed why TV is a channel that demands attention.
Why TV is One to Watch
The study was conducted to show how TV’s effectiveness at driving key KPIs for advertisers has evolved and has stayed resilient amidst the rise of digital media. It evaluated thousands of marketing optimizations from leading advertisers between 2009 and 2014. By emphasizing KPIs like sales, the study was designed to focus on the factors that marketers must consider when selecting the best media mix and trying to optimize their budgets.
Some of the study’s most important findings, included:
- TV advertising had the highest efficiency at achieving KPIs among both traditional and digital media outlets.
- TV has remained effective at driving advertiser KPIs for the last five years.
- TV averaged four times the sales lift of digital at similar media spending levels.
- Premium online video from cable and broadcast networks performs better than video content from other sources.
- Marketers can leverage consumer data sources to enhance their TV advertising performance and optimize their spend.
Why Marketers Must Tune In to TV
This study was the most recent contribution to Turner’s collection of research that supports the strength of TV advertising, in addition to revealing its potential value and sharing strategies for making the medium even better.
Many companies taking part in the study were surprised about TV’s ongoing high efficacy because they had assumed that the increasing shift toward digital media would have impacted TV’s performance and resilience.
“TV is the giant megaphone,” said Isaac Weber, VP of strategy at MarketShare. “When you want to get a message out, that’s still really the most powerful means to do it.”
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Written by Michael Del Gigante