TV ads lead to 44% of Facebook brand interactions

Research from GroupM, commissioned by Thinkbox, has revealed different media channels’ effects on driving response and TV advertising’s evolving and often hidden role.

Types of advertising response measured in the study – called ‘TV Response: new rules, new roles’ – were via e-commerce, bricks and mortar and telephone. The study identified the additional consumer response which was directly attributable to media investment over and above the ongoing base level of response which is the product of many historical factors, including previous media investment.

GroupM analysed the response effects of a range of channels, including Brand Response TV, Direct Response TV, Radio, Print, Outdoor, Direct Mail, Affiliates, Online Display and Paid Online Search. It employed a combination of analytics methodologies, including econometric modelling and GroupM’s Spotlift tool, which analysed 1.38 million TV spots, spanning 43 advertisers and 9 sectors. Each methodology was tailored to the time period during which the effects of communications were measured: immediate, short to medium term and long term (see notes to editors).

Key findings include:

– GroupM found that media account for on average 39 per cent of sales in the short to medium term (within 3 months of a campaign finishing); 33 per cent of these media-driven sales are driven by TV advertising, more than any other communication channel. By comparison, paid-for online search created 22 per cent, online display 12 per cent, affiliates 10 per cent, print 8 per cent, direct mail 8 per cent, radio 3 per cent and outdoor 1 per cent.

– The study also showed that TV has far reaching, but often hidden, effects across the communications system.

– TV drives a response through several channels directly, generating 31 per cent of all media-driven sales delivered via telephone, 35 per cent of all media-driven sales via bricks & mortar and 32 per cent of media-driven sales through web traffic driven direct-to-site (including non-paid-for-search).

– This study also found that TV is responsible for driving an indirect response through online channels, generating 32 per cent of media-driven sales via paid-for online search; 30 per cent of media-driven sales via online display and 20 per cent of media-driven sales via affiliate marketing.

– In addition to this GroupM found that TV is responsible for driving 44 per cent of all media driven interactions for brands on Facebook (e.g. likes and comments). This effect of TV on Facebook was two-fold. Firstly, exposure to TV advertising prompts consumers to directly engage with Facebook. Secondly, as seen above, TV drives significant volumes of sales and, after purchase, consumers go on to engage with Facebook.

– TV advertising drives the highest volume of cost efficient response
The study found that, because of its reach and scale, TV advertising keeps generating a cost efficient level of response at higher levels of spend than other media. Over the short to medium term the point of diminishing returns – the point at which efficiency of ad spend decreases significantly – is much lower for TV. This means there is more headroom to spend efficiently on TV than any other channel, which enables brands to drive a high volume of response and profit.

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Originally posted at Advanced Television
5th November 2015