Efficiency is paramount in today’s fast-paced world. Those who cannot be both efficient and flexible will rarely build a long-term business. But there is a medium for achieving long-term and short-term goals that exceeds expectations even in terms of efficiency: TV.
TV AS A SALES DRIVER
No other medium delivers ROI in the same proportion and offers such high profits as television. In a analysis of nearly 2,000 campaigns from major brands from 2009 to 2016, Thinkbox’s Profit Ability study found that TV delivers a 71 percent ROI on advertising investment, even though TV ad investment represents only 54 percent of total spend. This study compared TV to radio, print media, outdoor media, online display and online video. Not only that. TV also brings many other undeniable benefits and it is no longer true that TV advertising is outdated, expensive or does not appeal to younger target groups.
Read more articles on the effectiveness of TV advertising under the “effectiveness” tag in the selection below.
And since January is the perfect time to effectively tap into sales growth, in the ScreenVoice magazine to be found some inspiration on what works in New Year’s advertising.
PREVIOUS THEMES OF THE MONTH
MORE ARTICLES ABOUT THIS TOPIC
ZLATÝ STŘEDNÍK PUBLISHES SHORTLIST, MSL LEADS THE WAY
26. 6. 2025Zlatý středník has announced the finalists for its 23rd annual awards. MSL Czech Republic received the most nominations, while Jsme Fér and Plzeňský Prazdroj received the most nominations from clients. The competition for communication projects and corporate media, Zlatý středník, organised by the Association for Strategic Communication and Public Relations (ASCOPA), announces the finalists of… Continue reading THEME OF THE MONTH: EFFICIENCY
COMING UP LATER: THE EYEWATERING COST OF DULL MEDIA
13. 6. 2025Dull ads cost companies millions of dollars to achieve the same effect – now, new research to be presented today at Cannes Lions by eatbigfish’s Adam Morgan and Dr. Karen Nelson-Field examines and quantifies the silent drain on our budgets caused by dull media formats. Why dull matters As Adam Morgan explained at last year’s… Continue reading THEME OF THE MONTH: EFFICIENCY
ADVERTISING DELIVERS NEARLY 3X RETURN ON INVESTMENT
12. 6. 2025Companies that invest 3% of their revenue in advertising see an 8.7% contribution to total sales – a near 3x ROI, according to Gain Theory. A new report from the marketing effectiveness consultancy, “Measure, Thrive, Optimize: How to Demonstrate Advertising’s Value and Boost Growth”, is based on an analysis of 75 company-market combinations across multiple… Continue reading THEME OF THE MONTH: EFFICIENCY
MORE THAN JUST PROMOTION: HOW ADVERTISING CAN CREATE VALUE
31. 5. 2025Advertising can do much more than just increase sales. Brand support is and will continue to be a valuable tool that enriches the lives of both people and brands – starting with creating an emotional connection, through premium pricing, to embedding the brand within culture. Sometimes it seems like the only task of advertising today… Continue reading THEME OF THE MONTH: EFFICIENCY
STUDY WARC: WHAT MARKETERS NEED TO KNOW ABOUT RAISING BRAND AWARENESS
30. 5. 2025Brand awareness might be seen as a “fuzzy” metric – it doesn’t help that it’s often used as a proxy for “top-of-funnel” goals, for example – but it can be a valuable goal in itself and a success indicator for marketers, boosting both ROAS and sales. A new WARC Strategy report, What’s working in raising… Continue reading THEME OF THE MONTH: EFFICIENCY
BATTLES ON THE CATWALK AND TV SCREEN: ADVERTISING BATTLES BETWEEN FASHION GIANTS ZARA AND H&M
10. 4. 2025In the world of fashion, it’s no longer just about what hangs on the rack. Brands compete for attention in a world overwhelmed by advertising, fast fashion and ever-changing trends. The TV campaign is becoming a tool to stand out from the crowd, engage customers and convince them of the brand’s meaning and value. Zara… Continue reading THEME OF THE MONTH: EFFICIENCY
BRAND BATTLES IN THE AUTOMOTIVE INDUSTRY: BMW, MERCEDES AND TESLA
31. 3. 2025The automotive industry is one of the most competitive sectors in the world. As a result, the battle between brands for customer favour doesn’t just take place on racetracks, but mainly in the advertising industry. Gone are the days when it was enough to show a beautiful woman casually leaning against a shiny car to… Continue reading THEME OF THE MONTH: EFFICIENCY
STUDY USA. POSITIVE AD ENVIRONMENTS BOOST PERFORMANCE AND CONSUMER INTENTION
29. 3. 2025Ads on a positively viewed platform are more effective regarding purchase intent, brand favorability and preference, according to the latest research from MAGNA and Pinterest. The study suggest that users trust and like the same ad more if they feel positively about the environment in which it plays. Why is positivity a key part of… Continue reading THEME OF THE MONTH: EFFICIENCY
BUILDING BRANDS THAT MATTER: LESSONS FROM A DECADE OF THE WORLD’S MOST EFFECTIVE CAMPAIGNS
27. 3. 2025As WARC’s Rankings season comes to an end we’ve taken a deep dive into the state of sustainability campaigns over the last decade. A new report, Sustainability in the WARC Effective 100, in partnership with sustainability marketing expert Thomas Kolster, explores how sustainability work – whether defined as social or environmental – shows up in… Continue reading THEME OF THE MONTH: EFFICIENCY
MULTISCREEN TV’S ‘WINNING HAND’: PERFORMANCE + TRANSPARENCY = BUSINESS SUCCESS
26. 3. 2025Multiscreen TV: Smart, Strategic and Seriously Effective Marketers are constantly seeking ways to maximize impact, build trust and drive measurable business outcomes. The solution isn’t a gamble – it’s a sure bet when making a strategic investment in multiscreen TV. With its professionally produced content, unmatched audience engagement and brand-safe environment, multiscreen TV delivers results… Continue reading THEME OF THE MONTH: EFFICIENCY
THE BIG BRAND BATTLES: NOSTALGIA, COMPARISON, AND PROVOCATION WORK WELL IN ADVERTISING WARS
24. 3. 2025When two or three strong brands meet in a certain market segment, they go head-to-head. There is only one spot in the sun, and while there doesn’t have to be just one winner, anyone who hesitates may find with dread that they are not among the top players but at the bottom.
STUDY UK: TV ADVERTISING BOOSTS PERFORMANCE MEDIA OUTCOMES
20. 3. 2025Investment in TV advertising makes performance media spend go further, according to a new study by GroupM. Analysis of 14 brands with a combined spend of £283m revealed an average uplift of 15.4% in tracked paid social media performance when advertisers concurrently ran “significant weights” of TV advertising. The study also found double-digit uplifts in brand… Continue reading THEME OF THE MONTH: EFFICIENCY