ThinkTV study finds TV is better than any other channel for sales
February 25, 2021 7:00
A study commissioned by ThinkTV has found TV to be three times better at driving incremental sales than any other channel.
The research was led by Professor Peter Danaher, head of the Monash University Department of Marketing and Professor of Marketing and Econometrics, GroupM and global marketing effectiveness consultancy, Gain Theory.
The study analysed the campaign performance of 60 brands with a collective annual turnover of $23 billion and an annual media spend of $450 million has found TV generates demand for businesses in both the short and long-term.
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Payback report looks to understand TV s short-term impact on sales
Latest research released by ThinkTV analyses nine channels to understand ROI, sales contribution and optimum mix of channels
The Payback Series research released this week.
The latest edition of
The Payback Series research encompasses 60 brands turning over $23 billion between them and an annual media spend of $450 million. There were 10 industry categories involved including financial services, FMCG, automotive and retail.
The research has been undertaken by Monash University Department of Marketing head, professor Peter Danaher, with GroupM and WPP-owned marketing effectiveness consultancy, Gain Theory. The latest results were revealed as part of this week’s Future of TV Advertising event in Sydney.