Research proves the power and effectiveness of TV across devices

Brooke Hemphill

Television remains the most effective form of advertising compared to Facebook and YouTube, according to new research by Dr Karen Nelson-Field.

While passive ad views on platforms such as Facebook can sway purchase decisions, nothing beats TV ads - that’s the finding of research conducted by Dr Karen Nelson-Field, which was revealed at the Future TV Advertising Forum Sydney.

In 2017, Dr Nelson-Field first began delving into the effectiveness of television advertising compared to Facebook and YouTube. The research centered on tracking “attributes that matter”.

“There's a lot of fluff and hype out there around engagement. We wanted to pare it back. One of the real critical attributes that make brands grow is that an ad has to have cut-through. You...

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