TV drives greater campaign effectiveness than social channels: An Effie Canada analysis

Marketers in Canada have recently under-invested in TV, a key driver of profitability, and are focusing their efforts on social channels instead.

Marketers in Canada are overly reliant on social channels while under-investing in TV, with only the top performers dedicating a sizable amount of their budgets to TV campaigns.

That’s the conclusion of marketing effectiveness specialist Peter Field, who analyzed over 100 Effie Canada awards submissions and their budgets. The report – ‘The Alchemy of Effectiveness: A Focus on Canada’ – was published in the Institute of Canadian Agencies.

Field’s findings reveal how a brand’s media decisions play a role on how effective a campaign can be. Brands that incorporate TV into their strategy experience greater mental availability. On...

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