This week’s egtabite features an in-depth ROI study of the Finnish market – conducted by Screenforce Finland, the national TV trade body and Sellforte, an independent tech company specialised in granular marketing ROI measurements – which proves that Total TV (in this case meaning linear and online, with no programmatic) brings the highest incremental sales in the long-term and delivers a strong argument for advertisers to invest in Total TV.
Total TV advertising measurement
In Finland, 99% of the population watches TV content on any device. The viewing time of just under 3 hours per day (2h 42min) has remained pretty stable for the past decade, with commercial broadcasters representing 52% of the market. Nonetheless, there was a need for an in-depth ROI study, with advertising measurement added to Total TV.
Therefore, Screenforce Finland, in collaboration with Sellforte, conducted a unique piece of research by analysing purchase data from Gigantti, the largest retailer of electronic and household appliances, with over 41 stores nationwide. With the huge amount of data, the research takes into account, among other things, the effect of discounts made by Gigantti.
The objective of the study was to discover the strengths of TV from a brand that uses both tactical and brand-building marketing and to understand which media channels generate the highest incremental sales.
The study compared more than ten million receipt lines collected over Gigantti’s sales and marketing data. The advertiser’s data showed that 18% of their media budget goes into Total TV, while one-third of the total media budget goes in direct mail, as their marketing is driven via weekly promotions.
As part of the study, two years of extensive sales data (item, location, date) were analysed together with marketing data and media spend, which enabled the researchers to obtain a comprehensive, reliable and actionable model and results.
Sales data was split into three components, the base sales, that would occur without any promotions, the offer, as an uplift for the promotion of a product and finally the media, an ad for a certain promotion. ROI was calculated by dividing media-driven uplift by media investments.
The long-term results
Results of the study demonstrate that search engine marketing stands out with the highest ROI in the short term, but TV generates a much higher ROI than any other media in the long term. In the incremental sales that occur the following week after the campaign, search engine marketing is the most efficient turnover driver.
However, TV has a positive spill-over effect on web traffic and it is the biggest media driver of total turnover. The results show that 4% of search engine marketing-driven incremental sales belong to Total TV.
The study proves that Total TV has the best total performance and is the best media channel to drive incremental sales over a long period. Each euro invested in Total TV generates 17 euros of total turnover.
The ROI study sparked a dialogue between TV, agencies and advertisers. “Gigantti is one of Finland’s largest advertisers, and the results of the study certainly give food for thought in many corner rooms,” said Anna Lujanen, Executive Director, Screenforce Finland.
“We spend a significant portion of our marketing budget on TV advertising because it effectively generates demand. Our industry is highly competitive and hectic, and we need to know the return on our marketing investment. The efficiency of marketing can only be increased with the right information, ”
says Sami Särkelä, Marketing Director, Gigantti.
OTHER CASE STUDIES
HOW TO USE UNSOLD INVENTORY TO PROVE TV’S EFFECTIVENESS
28. 11. 2025Transfer Media, Belgium’s sales house for premium thematic and kids channels, worked with DSTRSD media to turn unsold linear TV minutes into measurable single product commerce tests. The goal was to show how unused airtime can support a low effort conversion pilot that brings incremental revenue and gives sales teams concrete evidence on audience response,… Continue reading EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND
HOW A LIGHTER AD LOAD ON CANAL+ BRAND SOLUTIONS’ STREAMING PLATFORMS BOOSTS EFFECTIVENESS IN ALL FUNNEL STAGES
28. 11. 2025Canal+ Brand Solutions – the sales house for Canal+ in France – released the results of a study on the advertising experience offered on Stream+, their aggregated digital video offer, which limits ads to an average of three minutes per hour and two pre-roll ads at the start of each program. The results show that… Continue reading EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND
DPG’S AD MANAGER+ LAUNCHES FOR SEAMLESS DISPLAY WITH AI-BASED AUDIENCE
24. 10. 2025DPG Media is extending its in-house platform with Ad Manager+. The update adds AI optimization audience expansion, creative tools, and workflow support in the same self-serve environment that supports Full CTV and retail-data activation. For sales houses: retail and commerce data become addressable on big-screen inventory within a sales-house stack, with performance tools, reporting, and… Continue reading EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND
INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
14. 10. 2025FranceTV Publicité is transitioning its media buying operations into an AI-assisted mode. ADspace•ia now produces real-time, inventory-aware recommendations for TV-cross-video campaigns. It executes these plans as a managed service on france.tv’s premium offer. For sales houses, this marks a tangible step in AI commercialisation: algorithmic Total Video mixes enriched with attention and carbon reporting. AI… Continue reading EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND
UNBOXING THE FUTURE: TURNING SWEEPSTAKES INTO AN IMMERSIVE AR EXPERIENCE
11. 9. 2025In summer 2025, RTL AdAlliance in Austria reimagined the traditional sweepstakes by transforming it into an interactive Augmented Reality experience. Instead of waiting for a prize in a physical package sent to be to the winners, participants could place a virtual gift box in their own living room via smartphone and unbox it themselves. What… Continue reading EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND
SPOTDELI: A UNIFIED PLATFORM FOR COMMERCIAL DELIVERY IN DUTCH TELEVISION
17. 7. 2025In a major step toward modernization and efficiency, Screenforce has collaborated with TV broadcasters in the Netherlands and have launched SpotDeli, a centralized platform for submitting TV commercials. Developed by Screenforce and MediaLab, SpotDeli has become the exclusive gateway for delivering commercials to major Dutch sales houses, including Ster, Talpa Network, and Ad Alliance. This… Continue reading EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND
MADE IN AUSTRIA – MADE FOR AUSTRIA
16. 7. 2025A Unified Media Front for Austria’s Advertising Ecosystem In a historic first, Austria’s entire media industry, public and private broadcasters, alongside print and digital publishers, have launched a joint campaign to assert the value of local media to the nation’s economic and democratic health. The Austrian Broadcasting Corporation (ORF), the Association of Austrian Private Broadcasters… Continue reading EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND
ITV EMBRACES YOUTUBE AS A STRATEGIC DISTRIBUTION AND COMMERCIAL CHANNEL
24. 6. 2025In a decisive shift away from legacy broadcast-only models, ITV fully integrated YouTube into its content and commercial strategy throughout late 2024 and early 2025. Rather than using YouTube purely as a promotional channel, ITV transitioned to treating the platform as a core pillar of its distribution architecture, publishing full-length episodes, launching thematic channels, and… Continue reading EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND
ADS & DATA X SPA REINE ECO-PACK: UNLOCKING INCREMENTAL REACH THROUGH DATA-DRIVEN TV TARGETING
22. 5. 2025SPA Reine’s Eco-Pack campaign with Ads & Data sets a new benchmark in media innovation by combining linear TV with Addressable TV (Smart AD) to deliver incremental reach and optimize frequency. In a still water category under growing pressure from tap water and price-driven private labels, SPA Reine worked with Ads&Data to reaffirm its leadership… Continue reading EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND
ATRESMEDIA PUBLICIDAD’S FREQUENCY OPTIMISER
21. 5. 2025Frequency Optimization in Connected TV Advertising Atresmedia Publicidad has introduced the Frequency Optimizer, a new technology solution aimed at improving the effectiveness and efficiency of advertising in connected television (CTV). The system utilizes HbbTV (Hybrid Broadcast Broadband TV) technology and a sophisticated ad-serving platform to manage and control ad frequency in real time, an advancement… Continue reading EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND
AD MANAGER BY RTL ADALLIANCE – A UNIQUE GATEWAY TO EUROPE’S PREMIUM DIGITAL VIDEO INVENTORY
17. 4. 2025A unique gateway to Europe’s premium digital video inventory RTL AdAlliance has introduced AdManager, a self-service advertising platform that enables advertisers to directly purchase premium digital video inventory across multiple European markets. The platform consolidates access to Connected TV (CTV), Broadcaster Video-On-Demand (BVOD), and online video inventory within a single, user-friendly interface. It’s a first-of-its-kind… Continue reading EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND
A VEVO & CHANNEL 4 STUDY – UNLOCKING THE POWER OF PREMIUM
17. 4. 2025Amid ongoing industry discussions around the definition of premium content and the role of global streaming platforms within the broader “TV” ecosystem, Vevo, the world’s leading music video network, which distributes the largest network of premium music channels on YouTube, has released a new study. The research conducted by Amplified Intelligence offers valuable insights into… Continue reading EGTABITE 297: TOTAL TV BRINGS THE BEST ROI-A STUDY BY SCREENFORCE FINLAND