New research finds brand impact twice as effective on TV than nearest competitor

Darcy Song

March 13, 2023 9:54

A Kantar study commissioned by industry body ThinkTV has found Total TV generates twice the overall brand impact than the second-best channel, online display.

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The study consists of a meta-analysis of 179 campaigns measured against four metrics: brand awareness, brand association, brand motivation and brand consideration. It also examined the performance of individual channels on their own (solus impact) and in conjunction with others (interaction impact).

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Darcy Song

Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.