TV was the least cost-effective channel in 2020

Rob Clapp

An overview of the cost-effectiveness of different channels in multimedia campaigns.

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...

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