Time and time again, research proves the strength of TV as a driver of:
> Attention: Reaching 19+ million Australians week after week, TV leads when it comes to attention. Higher attention grows mental availability, and mental availability drives business success.
> Emotion: TV uses the power of sight, sound and moving pictures to evoke emotions, and research proves emotional advertising drives effectiveness.
> Impact: Regardless of communication objective, Total TV generates the greatest campaign brand impact; 2X the media-driven impact of the next best performing platform and more than 5X the media-driven brand impact of YouTube.
> Profit: According to Les Binet, the big payback from marketing comes from the longer-term effect of brand advertising, ie. the longer-term effect on sales and profit over months and years. Les says, “The most effective medium in the world today is still TV,” as shown in research conducted by Meta.
Maintaining or upweighting TV in the media mix ensures your brand is aligned with premium content, driving better brand and business outcomes. And according to Peter Field, TV’s role in effective campaigns is not just rock steady, it’s growing.
Download or share this article
More like this
![Make Total TV first on & last off every media plan](https://thinktv.com.au/wp-content/uploads/2023/08/WATCHING-TABLET-768x512.jpg)
Facts & Stats
Make Total TV first on & last off every media plan
While plenty of channels can reach large numbers of the Australian population, few can do it as quickly and simultaneously as TV. With engaged, attentive viewers, TV continues to do […]
Facts & Stats
Advertising Pays
The economic, employment and business value of advertising
Facts & Stats
Total TV Reach
A full picture of TV’s growing audience across screens.
Facts & Stats / The Benchmark Series
The Benchmark Series: Cross Channel Impact
In its seventh year, The Benchmark Series investigates the impact of different media channels and their interactions to drive the best media mix.
Facts & Stats / The Benchmark Series
The Brand Engine: Optimise your media spend & power better brand outcomes
Marketers are always looking to increase effectiveness and efficiency of media investment, but without consistent access to econometric modelling it can be challenging to design campaigns for the best possible […]
![BVOD consumption](https://thinktv.com.au/wp-content/uploads/2020/03/watching-768x512.jpg)
Facts & Stats
BVOD consumption
Australia’s fastest-growing media channel continues to accelerate.
Facts & Stats / The Effie Awards
Attention & Effectiveness: To ESOV & Beyond Part II
Find out how you can supercharge attention for your marketing campaigns.
![Media Engine: Power up the revenue returns of your next campaign](https://thinktv.com.au/wp-content/uploads/2022/01/TNB-widget-screenshot-2-768x768.jpg)
Facts & Stats / The Payback Series
Media Engine: Power up the revenue returns of your next campaign
With a wealth of econometric and campaign learnings at our fingertips, we wanted to find a way to help ensure your briefs are grounded in facts. Because smart strategies, powered […]
Facts & Stats / The Benchmark Series
Cross Channel Impact: A Focus on Retail & Services
Facts & Stats / ThinkTV Fact Packs
Fact Pack: Jul to Dec 2022
The facts are in. Packed with all the latest ‘need-to-know’ facts to help you plan effective campaigns, ThinkTV’s latest Fact Pack offers a detailed snapshot of total video viewing and […]