The effectiveness of TV as a complement to other media

We tell you all about the effectiveness of TV as a complement to other media (billboards, press, radio ...). The SNPTV, together with Ekimetrics, has released a new study on the results of TV as a complement to other media. So, is television an effective complementary medium?

Ekimetrics is the European leader in data science with +240 data scientists and +1000 projects since 2006.

Created in 1989, the Syndicat National de la Publicité Télévisée (SNPTV) brings together audiovisual advertising agencies and coordinates work aimed at developing and promoting audiovisual advertising media. The Syndicat National has 8 members: TF1 Pub, M6 Publicité, France Télévisions Publicité, Canal+ Brand Solutions, Next Media Solutions, Amaury Media, beIN Régie and Viacom International Media Networks.

These last months of health crisis have shown the essential place that television has played and continues to play in the daily life of the French. We show you that TV remains THE medium of reference for the French.

We now turn to the analysis of the results of this study by focusing on more than 10 sectors with a focus on 5 specific sectors: Automotive, FMCG (Fast Moving Consumer Goods), Premium Cosmetics, Telecom Operators and Retail.

The ROI of TV is increasing

First of all, what is ROI? It is a comparison between profits and invested capital. The higher the ratio, the more profitable the investment. The ROI calculation is used by investors to decide on the most attractive projects and also serves as a marketing tool.

And what are contributions? They represent the percentage of incremental sales generated by media marketing levers.

TV still leads in contribution:

In 2020, despite a somewhat complex year, TV is still as dominant as ever in terms of ROI/Sales Contribution/Investment Share with:

  • total ROI increased: to 5.6 vs 5.2 (#ROITV2 study)
  • contributions still far ahead of other media: at 40% (vs 44%, #ROITV2 study)

What percentages of the media should be retained?

TV offers up to +23% effectiveness on other media sales.

More specifically, we look at the efficiency gains in other media when TV comes into play:

  • Search reaches +23%.
  • Radio (+20%) and display (+17%) are the levers that benefit most from TV
  • However, VOL is in the middle with +15%, joined by OOH

ROI in France is the highest in Europe

The French ROI is higher than that of the UK and Spain.

To conclude: the figures to remember

Overall, the data to remember are:

  • 40% of sales through TV among all media
  • ROI of 5.6 per €1 invested
  • +15% average effectiveness on sales of other media
  • Higher saturation point
  • ROI in France increased by +20% vs UK, Spain, Italy and Germany

This new #ROITV3 study proves once again that television remains the highest contributor to sales among all other media, making it the foundation of effectiveness.

>>> Ask for a quote to get the specifics and rates of a TV ad.

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