TV Drives Brand Search Volume and Short-Term Profit Efficiency Insights
Explore the impact of TV on brand search volume, web traffic, and short-term profit efficiency. Learn how online-born businesses allocate their TV spend and the significant role TV plays in generating profits.
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Presentation Transcript
TV drives brand search R2=0.77 100 70,000,000 Search volume for 'Jane Plan' 90 60,000,000 TV Exposures Relative Google Search Volume (Index) 80 50,000,000 70 TV Exposures 60 40,000,000 50 30,000,000 40 30 20,000,000 20 10,000,000 10 0 0 Source: BARB/Google Trends, Jan 2020 Jun 2022, please note, an improvement to Google Trend s data collection system was applied from 01/01/22
TV is the biggest single source of website traffic Contributing 42% of all visits, around 50m in all Social 5% Radio 3% Out of Home 6% Other drivers 19% Search 25% TV 42% Breakdown of web visits by driver Source: Magic Numbers, The TV playbook for online businesses (2021)
Online born businesses account for 19% of linear TV spend 1,200 1,000 800 MILLIONS 600 400 200 0 Online Born Food Cosmetics & Personal Care Finance Entertainment & Leisure Telecoms Government Social Political Organisation Travel & Transport Motors Household Fmcg Retail Source: Nielsen Ad Intel, 2022, Thinkbox-created category of online-born businesses.
TV creates 62% of short-term profit at the highest efficiency 2.50 Bubble size represents % of short-term return TV: 62% SHORT-TERM PROFIT ROI EFFICIENCY 2.00 Radio: 5% Print: 22% 1.50 Online Video: 5% 1.00 BREAK EVEN Online Display: 2% OOH: 3% 0.50 0.00 0% 10% 20% 30% 40% 50% 60% 70% % OF BUDGET NB: Online Video includes Broadcaster VOD, YouTube, Facebook video & online programmatic video Source: Profit Ability: the business case for advertising , November 2017 Ebiquity ROI campaign database (Feb 14-May 17). Campaign obs: 1954
