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Market Insight - Television Advertising Insight

Market Summary - Television Advertising Insight

Media Update:

Television Advertising Insight

Date:

QTR 1 2023

Sponsor:

ITV

New to TV?

Television is rocket fuel for brands. It is irreplaceable and nothing waiting in the wings can do what TV does. Whether in the short term or the long, it delivers the most profit at the greatest cost-efficiency and for the lowest risk. Every major study into advertising effectiveness – including those commissioned by competing media – agrees that TV outperforms all others.



             





There is a common misconception, however, that TV advertising is only viable for big brands with large budgets but we’d like to change your mind.  TV can be accessible, affordable and effective for advertisers of all sizes.

At ITV we also offer help and advice in developing your ad through our in-house commercial production team who create and produce over 1000 commercials a year, all at cost. 


TV is without doubt the most effective medium for advertisers who are looking to grow quickly and drive tangible business benefits.  But don’t just take our word for it……


Email Contact:

chris.moxon@itv.com

Website:

https://www.itvmedia.co.uk
Email Contact
Website

Key Features and Benefits of TV


Thinkbox is the marketing body for commercial TV in the UK.  It works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.  Its shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV who together represent over 99% of commercial TV advertising revenue through their owned and partner TV channels.

TV Advertising’s Killer Charts

View all the killer evidence which explains how and why TV is the most effective form of advertising - and is in fact becoming more effective.

  • TV gives the best business results
  • TV is the lead effectiveness medium and getting more so
  • TV accounts for 69% of our video day
  • TV accounts for over 85% of all video advertising time 
  • TV has unbeatable scale and reach
  • Despite a decade of disruption, standard viewing is resilient 
  • TV is the emotional medium and builds brand fame
  • TV is a trusted & safe environment for brands

View charts here

Hot Topics

As Seen On Tv: Supercharging Your Small Business 

Thinkbox has long been a champion of effectiveness – commissioning numerous award-winning studies that provide advertisers with the evidence they need to invest.  Previously, this research tends to be based on bigger, more established brands. (This is down to the nature of the data; it tends to be bigger brands who invest in marketing evaluation.) Whilst these studies are hugely useful for many advertisers, they only show part of the picture.  Are the same findings applicable to smaller brands?

The ‘As seen on TV’ study is different. This time the focus sits squarely on smaller advertisers looking for guidance on the most effective paths to profit and growth.  How can TV supercharge small businesses? At what point should the move into TV be considered?  How can TV be introduced when budgets are tight, and the stakes are high?

Profit Ability: The Business Case for Advertising

‘Profit Ability’ has, for the first time, quantified the total profit generated by different forms of advertising in the UK, to show what they deliver to the bottom line. It set out to examine and benchmark all media’s profit-generating performance, with a particular emphasis on uncovering TV advertising’s effects.

The study was commissioned by Thinkbox from Ebiquity and Gain Theory, who independently evaluate advertising performance and effectiveness for hundreds of brands. Using their databanks of existing, client-funded data, it analysed over 2,000 advertising campaigns across 11 categories to uncover the impact that different forms of advertising have on short-term profit (throughout the campaign and within 3–6 months of the campaign finishing), and then combined these learnings with results for profit generated over the longer term (up to 3 years on) to determine total profit return. Clearly, advertising also has an even longer-term impact beyond 3 years, but that is beyond the scope of this study.

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