Forget Ad Avoidance, Growth of Digital — TV Holding Its Own
Posted in: UncategorizedMarketers who are siphoning dollars out of their TV budgets may need to reconsider that strategy, as a new study suggests that the good ol’ idiot box is still the most effective advertising medium.
According to new research by the marketing analytics firm MarketShare, TV remains the most efficient vehicle through which to drive consumer purchases, out-delivering digital media (display and social), print and radio. Automotive and telecom particularly favor TV; at similar spending levels, both categories enjoy a six-fold sales lift on TV versus online.
Commissioned by Turner Broadcasting and Horizon Media, the study gauged thousands of marketing optimizations by top advertisers over a five-year period (2010-14). That TV’s effectiveness has held up during such a radical proliferation of digital mediawhen the study began, 50 million tweets were sent each day; that number has since metastasized to 500 millionshould be of particular interest to marketers.
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