ThinkTV’s Benchmark Series deep dives into the impact of different media channels and their interactions to drive the best media mix. A meta-analysis of 179 campaigns is included, with a special look at the CPG and Services sectors. These findings provide a fresh understanding of the relationship between media channels, and how to leverage them more effectively.
Creating greater impact, irrespective of the communication task, and growing your share of eyeballs, still remains a key objective for advertisers across sectors. The right kind of media channel interactions can do just that, but without TV in your media mix, it can leave you short of creating enough impact to influence those eyeballs.
So, for the latest chapter in understanding cross channel impact, ThinkTV, in association with Macquarie University and Kantar Research, investigates how media channels work together and how certain media are crucial for other media to be effective.
Campaign impact was investigated across four sectors:
- CPG
- CPG sub-set: Food and Beverages
- Services
- Services sub-set: Finance
The research revealed that Total TV continues to perform strongly in all areas of media interaction. It is not just effective on its own, but it enhances the cross-channel impact and performance of the rest of your media mix. TV, OOH and Social generate the greatest impact for all sectors except Food & Drink where the top 3 comprises TV, Radio and OOH.
This new edition of The Benchmark Series shows that, Total TV, of all media channels, delivers the strongest impact across all four sectors, and can also generate the strongest cross-media interactions.
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