Would you believe that TV is essentially rocket fuel for brands and companies? It is to be quite frank irreplaceable and nothing waiting in the wings that can do what TV does, despite the gains that digital media advertising has made across the Internet and mobile platforms. TV advertising delivers the most profit at the greatest cost-efficiency and for the lowest risk. That includes both short and long term periods. However you look at it, every major study into advertising effectiveness – including those commissioned by competing media – agrees that TV outperforms all others. Bar none

 ‘Profit Ability: the business case for advertising’ (2017), by Ebiquity and Gain Theory, found that TV advertising:

  • Is responsible for 71% of total advertising-generated profit at an average profit ROI over 3 years of £4.20 per £ spent, the highest ROI of any media
  • Is the most effective short-term advertising, responsible for 62% of all advertising-generated profit in the short term at an ROI of £1.73, again the highest of any media
  • Is the safest (lowest risk) ad investment, with the highest likelihood of profit return (70% likelihood over 3-6 months; 86% over 3 years)

The IPA’s ‘Media in Focus’ (2017), by Les Binet and Peter Field, revealed that:

  • Investing in TV increases effectiveness by 40%, making it the most effective medium
  • TV advertising best at generating top-line growth that drives profit, with a 2.6% average market share point gained per year when using TV advertising
  • TV advertising is becoming more effective due in part to growing synergies with online, especially online video
  • Between 1980–1996, adding TV to a campaign led to an average 12% increase in business effects. This increased to 40% during 2008–2016



There’s no time like the present to jump on the TV advertising bandwagon and reap the benefits and rewards of advertising alongside the hottest TV shows and movies. Find out more about how you can advertise on Sky TV with us right here.


Image credits: Thinkbox


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