TV: the beating heart of a campaign

Lena Roland

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 is still a force to be reckoned with and that TV "has survived the perfect storm of economic and technological clash". This view was held by most of the days' speakers, who considered TV "the beating heart" of an advertising campaign.