TORONTO — Marketing and research association thinktv said today The Global TV Group, an informal grouping of TV companies and sales houses’ trade bodies in Europe, the U.S., Canada, Australia and Latin America, whose goal is to promote television, has released the first of three updates of its Global TV Deck planned for 2021.
The TV Drives Business Outcomes report released last week gathers research from numerous countries and includes studies such as The Halo Effect: TV as a Growth Engine (VAB/Effectv), Not all reach is equal (Screenforce DACH/Karen Nelson-Field), TV Drives Advertising Effectiveness that Lasts (Accenture/thinktv Canada), and Profitability: The Business Case for Advertising (Thinkbox/Ebiquity/Gain Theory).
Some of the key findings from the report include:
- TV performs better than any pure “demand-generating” channel, both in the short- and long-term (Demand Generation – UK)
- TV is fundamental to “search”, a strong driver of short-term sales demand (Payback study – Australia)
- Younger brands (three years or less) see the most significant impact of TV as they are establishing their story and identity in the market (The Halo Effect – US)
- TV has a significant halo effect on other media, especially digital: TV increases digital’s ROI by 19% (Peak Performance: Driving Advertising Effectiveness that Lasts – Canada)
“We’ve seen in our own research with Accenture that TV is the most effective medium, delivering the highest ROI both in the short (12 months) and long term – so it’s gratifying to see those results replicated in markets around the world,” said Catherine MacLeod, president and CEO of thinktv Canada, in a press release. “New advertisers are coming to TV all the time, and they’re coming because TV can deliver the most attention-grabbing ads, at scale, in a rich and trusted environment.”
The Global TV Deck update can be downloaded for free on the Global TV Group website here.
