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 TV also brings many other undeniable benefits and it is no longer true that TV advertising is outdated, expensive or does not appeal to younger target groups.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
THE MOST EFFECTIVE SUPER BOWL COMMERCIALS, RANKED BY VIEWERS
4. 2. 2026The top 10 Super Bowl ads of the past five years and why they work, according to System1. Every year, about 60 brands spend millions—in 2026, up to $10 million— to advertise in the Super Bowl. They try to shock, delight, surprise, confuse, and inspire the upwards of 127 million-strong audience in the hopes that… Continue reading THEME OF THE MONTH: EFFICIENCY
MARK RITSON: CZECH MARKETING KNOWS WHAT TO DO AT CHRISTMAS. BUT IN JANUARY, IT FORGETS.
4. 2. 2026Marketing expert Mark Ritson focused his commentary on Czech Christmas campaigns and how January campaigns are failing. Mark Ritson’s commentary was provided to MediaGuru.cz by the Proficio agency, which accompanied it with a commentary by Jan Kurel. We are publishing both texts. Yes, I know. Christmas is long gone. Weeks have passed since the holidays… Continue reading THEME OF THE MONTH: EFFICIENCY
CAMPAIGNS SEE BETTER BUSINESS EFFECTS WHEN THEY INCREASE BRAND TRUST
3. 2. 2026Advertising that amplifies brand trust can have an outsized impact on traditional markers of commercial success, including growth in sales, market share or profit, according to new analysis from the IPA. Commercial campaigns in the IPA Effectiveness Databank that recorded large increases in brand trust reported an average of 65% more large business effects than… Continue reading THEME OF THE MONTH: EFFICIENCY
CREATIVE AND MEDIA TOGETHER DRIVE ADVERTISING IMPACT
28. 1. 2026Creative quality and media support together explain 60.1% of the business results generated by advertising, according to The Creative Dividend, a new book published by System1 and Effie. Why joined-up thinking matters Creative and media are often siloed endeavours within the advertising process. Making sure creative work has emotional resonance is undoubtedly vital, as is reaching… Continue reading THEME OF THE MONTH: EFFICIENCY
STUDY: TOP REASON FOR CANCELLING STREAMING SERVICE IS PROGRAMMING
27. 1. 2026In contrast the main reason for cancelling pay TV services is to reduce costs and save money, according to Parks Associates As pay TV operators continue to struggle with cord cutting and streaming platforms seeks to retain fickle consumers who regularly cancel subscriptions, a new study from Parks Associates takes a deep dive into consumer… Continue reading THEME OF THE MONTH: EFFICIENCY
HOW TO EXTEND THE LIFE OF SUPER BOWL ADS
25. 1. 2026Read about creating messages that resonate with consumers well beyond the Big Game. Super Bowl advertising is a major test of creative effectiveness. It commands extraordinary investment and attention, yet the lessons that matter most aren’t about one night of buzz; they’re about consistent, brand‑building that works both in the moment and afterward for an… Continue reading THEME OF THE MONTH: EFFICIENCY
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 THEME OF THE MONTH: EFFICIENCY
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 THEME OF THE MONTH: EFFICIENCY
TRUST MATTERS – AND TV EARNS IT
22. 11. 2025In a world saturated with advertising, trust is everything. People are exposed to more commercial messages than ever before, across more platforms, but attention doesn’t guarantee belief or action. This is where TV stands apart. It is consistently rated as the most trusted form of advertising in the UK. That trust is not incidental. It… Continue reading THEME OF THE MONTH: EFFICIENCY
WORLD TELEVISION DAY AND HIGHLIGHTS ITS IMPORTANCE AS A MEDIUM THAT SIGNIFICANTLY IMPACTS PEOPLE’S LIVES AND ADVERTISERS’ BUSINESS SUCCESS
21. 11. 2025World Television Day aims to highlight the contribution of television as a symbol of communication and global connectivity between people and nations. This year's event is a reminder of the importance of a medium that has been with us for more than seventy years.
TV’S THIRD PLACE: HOW TVOOH CAN HELP EXTEND REACH, ATTENTION, AND INCREMENTAL OUTCOMES
17. 11. 2025TVOOH combines the scale and storytelling power of TV with the targeting and flexibility of digital. C-Screens’ CEO offers advice for planners considering TV’s ‘third place’. You don’t need to be an expert to know that TV has never been more under pressure to command the marketing plans and budgets it used to. Certain media… Continue reading THEME OF THE MONTH: EFFICIENCY
CHRISTMAS CREEP IS HERE AGAIN
3. 11. 2025Brands and retailers on both sides of the Atlantic are bringing forward the launch of their holiday advertising campaigns, partly in response to consumers bringing forward their spending plans. What’s happening In the UK, Halloween was barely over before several supermarkets, including Sainsbury’s and Asda, aired their Christmas ads for the first time over the weekend. John Lewis, the department store which has come to “own” Christmas in the UK, launched its annual offering on 4… Continue reading THEME OF THE MONTH: EFFICIENCY