ThinkTV's study examined the performance of television as a rapid response medium.
The study found that TV drove short-term performance and also delivered the most robust ROI in the long run. While the impact of other channels dissipated despite continued investments, television's effectiveness lingered on.
For every dollar invested, TV generated more than $18.30 in return, which was around $4.20 more than the next-best performing channel. Additionally, TV had also boosted the returns of other rapid response media channels.
The research proved that TV improves search impact by around 18%, making it a key driver of search performance. The study also found that TV played an essential part in enhancing marketing campaign performance across all media, including social and display.
[4 minute read]