Attention. Emotion. Impact & Profit.
Total TV remains the master of effectiveness in the videoverse, no matter which part of the funnel you’re looking at.
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.
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