On November 21st, we commemorate World Television Day, a day dedicated to recognising the transformative impact of television as a medium for communication, information, and entertainment. This year's theme, 'Accessibility,'
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| 02 May 2021
The Global TV Group, the informal grouping of TV companies and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, has released the first of three topical updates of its Global TV Deck planned for 2021.
The compendium gathers research summaries from various countries and covers critical studies 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).
Findings show that within the first fortnight of a campaign, TV delivers on average 23% of media-driven sales, while campaigns with a 70% to 90% coverage deliver the best possible impact in terms of contribution to sales and penetration.