The Long Lunch

We were delighted to host the Long Lunch 2026, bringing together industry professionals to explore new research and insights on the lasting impact of TV campaigns in Ireland.

The event began with a fantastic presentation from Deb Gurofsky from Mediapulse telling us to think critically using the analogy that social media is a one-night stand; while TV builds long-term relationships.

The results of the research, called “The TV Persistence Dividend-Cut TV Once, Pay Twice”, were presented by Colourtext’s Jason Brownlee in front of a packed house in the Aviva Stadium. The research is based around the mismatch between how TV works and how we measure it. TV is compounding over weeks and months however, a lot of the time the tools we use to judge it are probably looking at the last seven days. Which means a lot of what is sometimes called “efficiency” isn’t really efficiency at all, it’s just the stuff TV did six weeks ago showing up in your PPC numbers today.

Some key points from the research were:

• When TV campaigns were active, paid search saw approximately 51% more website visits, and some brands experienced up to a 69% increase in app downloads. TV advertising amplifies the effectiveness of search, yet traditional PPC dashboards often fail to capture this synergy.
• The impact of TV on brand memory is substantial, with an average half-life of nine weeks. This means that half of the campaign’s influence remains two months after the final TV spot airs.
• If TV advertising is driving the efficiency of your PPC channel, reallocating budget from TV to PPC doesn’t shift investment to a more efficient channel. Instead, it removes the very support that made PPC effective in the first place.

You can find all the slides from the research presentation here

You can find all the photos from the day here