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.
Example of a bi-media TV-Facebook ad
A service company specialising in babysitting and childcare for children aged 0 to 12 has launched several advertising campaigns in 2021 with the aim of working on the platform's awareness among parents with young children. To do this, the brand has decided to run a TV and Facebook campaign simultaneously to work on its platform traffic, the number of conversions and brand awareness.
In TV, the company launched both classic and sponsorship campaigns. The classic ads were run on the following channels:
- BFM TV
- France 2
- France 3
- France 4
The Culture & Vous week and Weekend programmes on BFM as well as the Tuesday primetime evenings on RMC Story were sponsored by the baby-sitting platform. These programmes were chosen because they performed well in the FRDA children + 25 target group with a GRP of 238.8, i.e. a total of 19.479 million contacts.
Facebook campaigns were launched simultaneously to analyse the impact of TV campaigns on Facebook campaigns. We were able to note a drop in the cost of conversions of Facebook campaigns during the periods of communication on TV, i.e. -85.3% of the cost of conversion on a wave of sponsorship advertising in January and -29.3% on a traditional TV wave in April/May.
Some results from the baby-sitting company's TV + Facebook advertising campaign
The babysitting company has launched a TV sponsorship campaign from 3 January 2021 to 31 January 2021 on the BFM TV and RMC Story channels. This TV campaign resulted in a rather low cost per hire of €3.45. Over a period of 4 weeks, the TV campaign targeted the FRDA GRP children under 25 with a coverage of 27.7% of the target as well as the GRP CSP+ with a coverage of 31.9% of the target.
The two channels Piwi+ and Télétoon+ had the best reaction rates (the highest). France 3 also had an interesting reaction rate (0.94%) in terms of GRP FRDA for children under 15.
The Facebook social network enabled a better conversion rate* on the campaign, the forms hosted on Facebook showed better results than on the brand's website directly.
Classic Facebook Ads in April/May: Before the Facebook Ads campaign was set up, the company had a conversion cost of €6.55 and during the advertising campaign the conversion cost was €4.63. At the end of the campaign, this cost was €4.78. It can be seen that the campaign lowered the conversion cost during the campaign.
Sponsorship advertising on Facebook Ads in January resulted in a significant improvement in the cost of conversion during the ad campaign, with a cost of £2.74 compared to £18.60 before the campaign and therefore higher by a wide margin.
*The conversion rate corresponds to the percentage of visitors to a company's site who carry out a desired action, for example here: forms to be filled in by Internet users.