Maximising Payback
Ebiquity’s advice for FMCG, Finance and Automotive sectors is to increase the average percentage of media budgets allocated to TV.
A $1 million study by leading independent marketing analytics consultancy Ebiquity found that companies in the Fast-Moving Consumer Goods (FMCG), Automotive and Finance sectors would significantly improve their return on advertising investment (ROI) by moving more of their media budgets to TV.
FMCG brands should up TV spend from 78% to 90%
Auto brands need to increase TV spend from 53% to 75%
Finance brands would do well to increase TV spend from 33% to 60%
Ebiquity recommended e-commerce clients reduce average TV allocation from 55% to 20%. The three e-commerce businesses used for the study lacked a physical shop-front and therefore relied heavily on search as the dominant platform with TV playing a supporting role.
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