TV Response: new rules, new roles

On Thursday 5th November 2015, we delivered our work, ‘TV Response: new rules, new roles’, a project commissioned by Thinkbox.

Thinkbox wanted to understand the impact that TV has across the entire communications system, with an online focus. We used a number of analytical techniques including brand health modelling, econometrics and Spotlift (GroupM's spot level TV analysis tool). The work identified the impact of TV across 3 time horizons: the immediate response, within 8 minutes of the ad airing; the short to medium response within the first 3 months; and finally the long term, up to 2 years after the ad has aired. We worked across more than 40 brands within 9 sectors.

The study highlighted the prominence of TV in today's always connected world. Key take outs included:

·         Half of the effect of media is delivered in the long term, up to 2 years after the campaign, with brand response TV advertising responsible for 52% of the impact media has in the long-term.

·         TV is 40% more efficient at driving long term response than the next best forms of comms, outdoor and print.

·         39% of sales in the short to medium term (up to 3 months after the campaign) are driven by media, 33% of which is TV.

·         DRTV planning should focus more on coverage than frequency.

·         TV is also responsible for driving an indirect response through online channels, generating 17 per cent of sales via paid-for online search; 15 per cent of sales via online display and 14 per cent of  sales via affiliate marketing.

·         TV advertising accounts for an 18% increase of Facebook brand interactions. This effect of TV on Facebook was two-fold. Firstly, exposure to TV advertising prompts consumers to directly engage with Facebook. Secondly, after purchase when consumers go on to engage with Facebook.