TV was the least cost-effective channel in 2020 | WARC | The Feed
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TV was the least cost-effective channel in 2020
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.
Why it matters
Using multiple channels is more effective than just one, but failing to allocate budgets appropriately can lead to waste and limit the campaign's effectiveness. Kantar adds that a cost-effective media plan does not put all the burden on one channel – greater online to offline equilibrium will help advertisers get better value for money from their campaigns.
Takeaways
- Online media managed to...
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