TV burns bright and long:optimising the media mix for maximum business growth

New research from Think TV in Australia as part of “The Payback Series” examines the ability of media to optimise campaign return on investment (ROI).

The latest edition of the Payback Series, an Australian-first study analysing the campaign performance of 60 brands with a collective annual turnover of $23 billion and an annual media spend of $450 million, has found media return on investment (ROI) is improved when brands consider time frames for return on investment in their campaign planning and quantifies potential media-driven sales squandered for those that don’t.

The most recent tranche of the Payback research was conducted in partnership with GroupM and global marketing effectiveness consultancy Gain Theory with five tranches of the study conducted to date.

Findings of the research include:

  • Media channels differ markedly in their ability to deliver sales volume
  • The scaleability of media channels’ ability to drive sales demand varies
  • Media channels work together to create a multiplier effect on sales demand, but not to the same extent
  • The risk, or variability, of delivering ROI and sales volume differs between media channels
  • due to its reach and scale TV is slower to hit diminishing returns
  • while some channels burn bright and fast TV burns bright and long, generating results in both the shorter and longer term
  • the presence of TV in the marekting mix makes other campaign channels more effective

You can download the deck at the below or access the full study on the ThinkTV website