Effectiveness of TV Advertising for Small Brands: Insights and Data
Discover the impact of TV advertising on small brands, from driving sales to increasing business effects. Explore research findings on TV's effectiveness over time and its role in delivering greater sales versus spend. Unlock the potential of TV for driving scale and enhancing business performance.
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Presentation Transcript
TV drives sales Gumtree Good Finds"
TV will drive scale and scale drives effectiveness 35% 29% 30% INCREASE IN AVG. NO. VERY LARGE 25% 20% BUSINESS EFFECTS 20% 17% 15% 15% 10% 10% 7% 6% 6% 3% 5% 2% 0% TV Outdoor Radio Press DM Online PR Promos Sponsorship Cinema Source: Effectiveness in the digital era, 2016, Binet & Field IPA
TV gives the best business results 45% INCREASE IN NO. OF BUSINESS EFFECTS 40% 35% 30% 25% 20% 15% 10% 5% 0% TV Radio Press Posters Internet Sponsorship PR Source: Advertising Effectiveness: the long and short of it , 2013, IPA
TV has become more effective over time 50 BUSINESS EFFECTS FROM ADDING TV% 40 INCREASE IN AVG. NO. VERY LARGE Adding TV increases effectiveness by 40%, making TV the most effective medium 30 20 10 0 1980-1996 1998-2006 2008-2016 Source: Effectiveness in the digital era, 2016, Binet & Field IPA
TV delivers greater sales versus spend for smaller brands Share of spend Share of advertising- generated sales Online/BTL 6% Online/BTL 17% Other ATL 14% Other ATL 17% TV 66% TV 80% Source: As Seen on TV: supercharging your small business , May 2019, Data2Decisions/Work/Thinkbox. Data2Decisions database of smaller brands. All categories.
