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The Payback Series

The Payback Series is Australia’s largest econometric modelling exercise investigating media effectiveness. Find out how to get the best return on your media investment.

Which medium delivers the best payback for your buck?

First commissioned by ThinkTV in 2016, The Payback Series calls on econometric modelling to determine which media channels deliver the best return on investment for your media spend. 

The first edition of the study was conducted by Ebiquity and took three years of raw sales and campaign data generated by 21 advertisers including Unilever, Pfizer and Kimberly-Clark with a collective spend of more than $500 million. 

In 2021, ThinkTV partnered with GroupM and WPP’s Gain Theory to analyse the campaign performance of 60 brands with a collective annual turnover of $23 billion and an annual media spend of $450 million. 

To find out how specific channels perform, check out the reports below.

New Content Research reveals the difference between efficient and effective ROI

Facts & Stats / The Payback Series

Research reveals the difference between efficient and effective ROI

The latest edition of The Payback Series examines the ability of media to optimise campaign return on investment (ROI).

New Content Media Optimisation: The Cheat Sheet

Facts & Stats / The Payback Series

Media Optimisation: The Cheat Sheet

While some channels burn bright and fast, TV burns bright and long, generating results in both the short- and longer-term.

Total TV generates business demand in the short and long-term

Facts & Stats / The Payback Series

Total TV generates business demand in the short and long-term

The latest edition of The Payback Series demonstrates Total TV’s ability to generate demand for Australian businesses in a multitude of categories across a range of time frames.

Maximising Payback

Facts & Stats / The Payback Series

Maximising Payback

Ebiquity’s advice for FMCG, Finance and Automotive sectors is to increase the average percentage of media budgets allocated to TV.

Payback Australia: Full Report

Facts & Stats / The Payback Series

Payback Australia: Full Report

A $1 million study by leading independent marketing analytics firm Ebiquity found that TV is the most efficient media channel when indexed across key participants from four of the economy’s […]

Payback Australia: FMCG

Facts & Stats / The Payback Series

Payback Australia: FMCG

TV creates the best return on investment for FMCG brands in Australia easily beating online video, online display, radio, press and outdoor advertising.

Payback Australia: Auto

Facts & Stats / The Payback Series

Payback Australia: Auto

The Payback Study saw Ebiquity model $450 million in media spend against three years of sales data for four automotive brands.