New research finds brand impact twice as effective on TV than nearest competitor
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).
For top-of-the-funnel campaigns designed to generate awareness, the report found Total TV delivers a 13% higher interaction impact compared to the second-best medium, out-of-home (OOH).
For bottom-of-the-funnel campaigns designed to promote features and benefits, the report said Total TV generates 1.8 times the impact of the next highest channel when measured against brand consideration.
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Kantar’s head of media and marketing effectiveness, Straford Rodrigues, said the effectiveness of Total TV should be examined against three factors that were used to measure the interaction impact in the report.
“It’s the synergy across the creative itself, so what are the messages you’re using in the TV creative versus other medium creatives. That’s really one big factor, and that’s going to be based on the individual brand campaign,” he told Mumbrella.
“The second one is about the medium: are they [different channels] running in parallel at the same time? And depending on the message you’re putting out, how are they scheduled?
The third one, he said, is about how the medium is consumed. As TV is more “lean-back”, it offers the audience a better absorption of the story.
Other findings of the report include:
- Through the entire purchase funnel, removing TV from the media mix will risk an average loss of 39% of brand impact
- In isolation, Total TV, online display, news in print and other video (short form and programmatic video advertising) perform strongly whereas social, out-of-home and YouTube all rely on the support of other channels to make a genuine impact on brand metrics.
ThinkTV CEO Kim Portrate said: “As advertisers look to optimise their media spend in the face of uncertain economic conditions, it might be tempting to consider substituting tried and tested channels for cheaper media options.
“The research shows substitution can hurt a brand’s campaign so it’s wise to think twice before comprising campaign success for a few saved dollars. The results from Kantar clearly show that the wrong choices – even at the right price – will cost a lot more than anticipated.”
ThinkTV is part of the Premium Content Alliance. Its stakeholders include Nine, Seven, Ten and Foxtel Media.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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