TV is still king: Analysis from Thinkbox's Payback 3 study

A conference report from the launch of Thinkbox's Payback 3 study on TV effectiveness. The main findings of the study can be summarised ad: TV is still king, offering far higher ROIs than other pa...

TV is still king: Analysis from Thinkbox's Payback 3 study

Joseph CliftWarc

Forget what you've heard about digital's inexorable takeover of the media landscape, the "daddy" of all traditional ad media is making a comeback, and offers higher ROIs now than it did five years ago.

That was, at least, the main takeaway from Payback 3, new Thinkbox research on TV advertising unveiled in London in October 2011. Presenters at the Thinkbox event discussed two sets of results produced by third parties for the Payback 3 study: econometrics-based research conducted by Ebiquity and a neuroscience-based project from Neuro Insight.

The econometric view


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