If I re-allocate part of my TV budget to print, will I get a better return?

Andrew Green

This paper details the arguments for and against transferring part of a television advertising budget to printed media.

If I re-allocate part of my TV budget to print, will I get a better return?

Andrew GreenZenithOptimedia

According to ZenithOptimedia1 36% of global advertising expenditure across major media was spent on television in 2005. The largest advertisers tend to be more reliant on TV than this average suggests. In the UK, for example, some 45% of 2004 budgets were devoted to TV by the country's top 100 advertisers. In the US, the comparable share was 57% (12 months to Sept 2005).

Against this background of television's dominance amongst the biggest advertisers, non-TV media have long tried...

WARC subscribers can sign in to keep reading

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