Decreased TV advertising spend hurts sales

This article explains research by TiVo that showed how decreased TV ad spend hurts sales; for every $1 saved in TV spend, the drop in sales return was $3.

Decreased TV advertising spend hurts sales

Executive Summary

It may come as no surprise that TV ad expenditures for major consumer packaged goods companies are changing. Budget allocations across media are shifting, as advertisers attempt to mirror changes in viewing behavior. The net result is that CPG brands are often spending less within TV to make funds available for digital campaigns without understanding the full effects.

For every $1 saved in TV spend, the drop in sales return was $3.

Sponsored by media companies such as A+E Networks and Turner, this study, conducted by TiVo Research and customer engagement consultancy...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands