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 TV also brings many other undeniable benefits and it is no longer true that TV advertising is outdated, expensive or does not appeal to younger target groups.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
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L’ORÉAL UNCOVERS NEW INSIGHTS FOR EFFECTIVE BEAUTY ADS
3. 9. 2025L’Oréal worked with Google and research partner Sundogs to analyse 5,000 YouTube ads and found that moving beyond category conventions can drive measurable gains: replacing product-led formats, for example, with richer, character-driven storytelling boosted engagement by 55%. The AI-driven analysis across seven markets highlighted the value of character-driven storytelling, contextually relevant casting, and emotional diversity.… Continue reading THEME OF THE MONTH: EFFICIENCY
ORLANDO WOOD INTERVIEW: WHY ADVERTISING NEEDS SHOWMANSHIP AGAIN – AN INTERVIEW WITH ORLANDO WOOD
2. 9. 2025Orlando Wood share his views on the enduring principles of effective advertising, the future role of television, and how brands can rediscover the creativity that fuels long-term growth.
RADIOHOUSE AND TV NOVA WILL AGAIN SUPPORT SMALLER ENTREPRENEURS WITH CZK 100 MILLION
1. 9. 2025Media agency Radiohouse in collaboration with TV Nova is launching another edition of the RH 300 Cross programme. Radiohouse and TV Nova are relaunching the RH 300 Cross project , which will provide regional entrepreneurs with CZK 100 million worth of media support. The aim of the project is to support the growth of small… Continue reading THEME OF THE MONTH: EFFICIENCY
EFFIE REGISTERS 118 APPLICATIONS THIS YEAR, A FIFTH MORE THAN LAST YEAR
26. 8. 2025The largest domestic advertising effectiveness competition Effie will evaluate 118 applications this year. This is a record number. A record 118 entries will compete in the 28th edition of the Effie Awards Czech Republic, announced by the Association of Communication Agencies (AKA). The fiercest competition is in the sports category, in activation marketing and in… Continue reading THEME OF THE MONTH: EFFICIENCY
SIR JOHN HEGARTY FOR GTVG ON THE POWER OF CREATIVITY
4. 8. 2025Few figures have shaped modern advertising as profoundly as Sir John Hegarty, who speaks of creativity as a force that moves people and markets.
PEOPLE LOSING TRUST IN SOCIAL MEDIA AS DISINFORMATION SPREADS
30. 7. 2025The trust gap between legacy media and social media is growing, as disinformation, fake news, and a lack of regulation knocks people’s confidence in creator-led content, research finds. European consumers trust radio, linear TV, cinema and print due to their established credibility, finds RTL AdAlliance’s The New Life of the Living Room study*, which provides… Continue reading THEME OF THE MONTH: EFFICIENCY
ADS GRABBING AND SUSTAINING ATTENTION ARE THE KEY TO BUSINESS SUCCESS
20. 7. 2025Consumer attention matters more than ever. People are bombarded with thousands of ads and messages daily—and most get ignored. In a world of endless distractions, advertisers’ ability to grab and sustain attention is the key to driving real brand impact. Interesting insights in this regard came from the 2025 Uber Advertising Attention study, which focused… Continue reading THEME OF THE MONTH: EFFICIENCY
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
MUSIC THAT SELLS: AC/DC, THE ROLLING STONES AND QUEEN IN TV ADVERTISING
21. 6. 2025Rock anthems that once rocked concert halls can now be heard in TV commercials that want to grab your attention at first listen. Read which are the most catchable by ScreenVoice Originals opinion.
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