TV was the least cost-effective media channel in 2020, according to an analysis of multimedia campaigns from Kantar. The medium takes a 33% share of investment but contributes just 16% towards brand metrics.
An over-investment in offline media also means it is less cost effective than online media. Offline accounted for 74% of investment in 2020 but contributed a far lower share to brand metrics, being responsible for 57% of campaign impact.
Online media, in comparison, managed to contribute 43% to brand metrics while only accounting for one-quarter (26%) of investment.
Kantar adds that as the share of...