Given the noise about digital and social media, one could easily imagine that TV advertising effectiveness is in decline.

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But the opposite is true.

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Not only has television become more accessible for advertisers - as the multi channel market has introduced much more competition and prices have fallen - but also the public still watch an awful lot of it.

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The result is that an advertiser with a clear business objective can be more focussed on a given audience and doesn't face the barriers to entry of the bad old days - shooting a commercial from scratch for an eye watering budget and needing half a £million of media airtime as a starting price.

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The IPA (advertising's professional body) has over 40 years of independent data on the payback from television advertising and the trend has consistently been for TV to out-perform its competition (including digital) over time. And that trend is increasing.

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Thinkbox - the industry body that represents TV - has published this data here, it makes compelling reading: 

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https://www.thinkbox.tv/Why-TV

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https://www.thinkbox.tv/Why-TV/TV-advertising-is-more-effective-than-ever#download

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If you’d like to talk it through, do call us.

 

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