Three-quarters of TV ads deliver no growth for B2B brands. Here’s how to escape that trap

Seventy-five percent of TV ads in the business-to-business (B2B) category fail to deliver growth, according to a study by The B2B Institute, a think tank supported by LinkedIn, business-orientated social network, and System1, the research firm.

Three-quarters of television ads for business-to-business (B2B) brands drive no long-term growth, according to analysis by LinkedIn, the business-orientated social network, and System1, the research firm.

Drawing on a sample of over 2,000 ads from System1’s ad-ratings database – a resource currently housing over 40,000 TV spots from the US and UK in total – the two companies found that 75% of enterprise-focused ads scored one star on an ascending five-star spectrum, where the highest-ranked messages can yield market-share growth of three percent over the long term, while the lowest performers have zero impact.

Among the remaining 25% of B2B...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands