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 Response: new rules, new roles
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
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
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
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
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
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
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
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
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
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
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
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
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
