TV: the beating heart of a campaign
Thinkbox, the TV advertising trade body, commissioned Ebiquity, the marketing performance research company, to conduct an econometric analysis of over 4,500 ad campaigns across ten advertising sectors between 20O8 and 2014. It compared, on a like-for-like basis, the sales and profit impact of five forms of advertising: TV (linear spot and sponsorship), radio, press, online display (excluding video on demand) and outdoor.
TV remains king
Despite the view of some in the industry that TV is dead, Andrew Challier, director of client relations at Ebiquity, declared that TV advertising...