TV Response: New Rules, New Roles

Discover insights from TV advertising on response rates, ROI, and brand metrics. Learn about the effectiveness of TV compared to other media channels in generating sales and demand, with key data and analysis from GroupM/Thinkbox in 2015.

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• TV advertising
• response rates
• ROI
• brand metrics
• media channels

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Presentation Transcript

1. TV Response: new rules, new roles

2. Half of media-generated response comes in the longer-term Longer-term response Short-term ROI Long-term ROI 25% 32% 46% 59% 60% % Total ROI 80% 75% 68% 54% 41% 40% 20% Automobile Home Telecomms FMCG Finance Retail Improvement Want Need Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox

3. Brand TV is the most cost efficient longer-term channel Longer-term response Efficiency index at driving brand metrics (higher = better) BRTV Outdoor Print Radio DRTV Online display - 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 Efficiency index (uplift per spend) Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 7 brands

4. TV accounts for a third of media-driven sales Short to medium-term response Other online, 3% Radio & outdoor, 4% DM & doordrop, 8% Print, 8% Short to medium-term media, 39% Affiliates, 10% Online display, 12% Generic PPC Search, 22% TV, 33% Base, 61% Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 15 brands

5. DRTV is the strongest demand generating channel Short to medium-term response Efficiency index (cost per response, lower = better) Least efficient 0 0.25 0.5 0.75 1 1.25 1.5 1.75 2 2.25 2.5 2.75 BR online BR online display display BR offline BR offline BRTV BRTV Demand generators DR offline DR offline DR online display display DR online DRTV DRTV Affiliates Affiliates Demand harvesters Generic PPC search PPC search Generic Most efficient Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 15 brands

6. TV drives the highest volume of cost-efficient response Short to medium-term response TV Outdoor Affiliates Print Online display Radio Generic PPC Search Marginal cost per response Spend Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 7 brands

7. TV spend can be 2.7x more than online channels before inefficiency Short to medium-term response 250 Indexed media spend at saturation 200 Comparative spend index 150 100 50 0 TV Outdoor Generic PPC Search Print Online display Affiliates Radio Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 7 brands

8. TV drives effect across the entire communications system Short to medium-term response Impact from TV Impact from other offline media Impact from online media Base Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 8 brands

9. TV drives response directly & indirectly through other channels Short to medium-term response TV s contribution to media-driven response Bricks & mortar 45% Paid search 33% Facebook* 33% Direct to site 29% Online display 26% Telephone 25% Affiliates 20% 0% 10% 20% 30% 40% 50% Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 8 brands. *Facebook metric is likes/comments

10. DRTV has most effect on first viewing Short to medium-term response DRTV typical response curve 100% Cumulative Impact during a campaign 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0 1 2 3 4 5 6 7 8 9 10 Exposures Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 6 brands

11. BRTV needs a number of viewings to have significant impact Short to medium-term response BRTV typical response curve 100% 90% Cumulative Impact during a campaign 80% 70% 60% 50% 40% 30% 20% 10% 0% 0 1 2 3 4 5 6 7 8 9 10 Exposures Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox. Based on 6 brands

12. Need products should consider investing more into Sunday Immediate response Want Need 120 100 Indexed uplift (impacts) 80 60 40 20 0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox

13. DRTV performs strongly in peak, even with cost factored-in Immediate response 250 Indexed uplift accounting for peak cost BR DR 200 150 premiums 100 50 0 Breakfast Coffee Daytime Pre Peak Early Peak Late Peak Post Peak 9% 5% 1% % of total DR impacts in peak Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox

14. End breaks are more effective than centre breaks Immediate response Indexed uplift (impacts) Available impacts 120 100 90 100 80 Indexed uplift (impacts) % of available impacts 70 80 60 60 50 40 40 30 20 20 10 0 0 Centre End Source: TV Response: new rules, new roles, 2015, GroupM/Thinkbox