Why TV?
Commercial TV delivers unparalleled reach, emotional engagement and sales effects at a fraction of the cost of next generation video formats like YouTube, Broadcaster VOD or streaming services. It’s the most widely researched medium in the UK, with a wealth of data supporting its claim to deliver superior demand generation and ROI. It drives incremental profit for advertisers more reliably and at greater scale than any other type of advertising.
Despite rumours of its demise, TV reaches 91% of UK adults every week for an average of nearly 3.5 hours of viewing per day [BARB, 2022]. Importantly, 68% of these adults now multi-screen each week [YouGov, 2020]. This has turned TV into a powerful and measurable response medium thanks to sophisticated attribution software which captures immediate response and allows TV ads to be optimised much like performance media.
We have built a TV Response algorithm informed by over a decade’s worth of data from fast-growth businesses in 22 different categories. Input your data into the calculator below and get an estimate of the cost per visit and cost per incremental sale which which we think TV could deliver for your business:TV Response Calculator
Your TV Results
TV attribution software captures only initial web or app sessions driven by TV within about 5-7 minutes of each spot airing. This is useful for optimisation purposes as it allows for measurement of 'cost per' data by every conceivable variable - genre, daypart, weekday, channel, spot length and creative. However, this approach inevitably under-reports the overall effects of TV when long-term (legacy) response and efficiency improvements in other media channels ('halo' effects) are factored in.
When we've used econometric modelling to identify these additional effects we have found that short-term attributed response accounts for just 30-50% of the total sales effects of the medium. Hence the distinction between 'immediate response' and 'total response'.